Chime - Project Verde

Role: Visual Design Lead

Project Verde: Evolving the Chime Brand

Project Verde is a comprehensive rebrand designed to evolve Chime’s identity for its next chapter of growth. We begin by evaluating how the existing brand performs emotionally and visually with members and prospects, alongside stakeholder interviews across marketing, product, and design to uncover gaps and opportunities. An audit of assets across channels informs a more cohesive and scalable system. In collaboration with cross-functional partners, we align on a direction that reflects a more mature brand. The rebrand introduces refined logo treatments, expanded color, typography, iconography, motion, and photography, rolled out in phases to ensure a seamless transition across all touchpoints.