Creative Identity, Integrated Campaign
Chase Mobile
A mobile banking app and a modular expression of "more".
During the height of the pandemic, with many bank branches closed and social distancing rules in effect, the big high street bank wars began to be played out across whose Mobile Bank app could do more. For Chase customers, many were unaware that they held the finance industry’s most complete mobile app in their hands. The goal was to help inactive mobile customers and those unaware of the full breadth of features understand all of the services available to them via the Chase Mobile app.
The apps audience wasn’t any one particular archetype. There was an aging demographic still getting acquainted with digital tools, but equally, there were digitally savvy millennials who used the app for only one or two things. This meant the strategy, and ultimately the design system, needed to be simple and flexible enough to appeal to a broad spectrum of people and showing the “more” available to them.
Visualizing “more”
Taking the extracted UI approach a step further, we developed a visual representation of the “more” that you can do with the Chase Mobile app. This became a universal mnemonic that punctuated the campaign idea.
Making it modular
Our next task was bringing the features to life in a stylized, yet relatable way. We filmed 15 vignettes, each hitting on a different benefit of the app. We took a modular approach by design that allowed us to bundle vignettes together in different configurations, or have them stand on their own.
We tailored assets for social, ensuring our vibrant worlds popped out of the feed, and extended it to Chase.com, where customers could learn more about the simplicity, convenience and security of the app.
Rounding out phase one were display banners, product-centric social videos, and streaming audio. And DOOH. Lots of DOOH. No matter where we reached customers, our key takeaway was consistent - you can do more with the Chase Mobile® app.
My role & contribution
This was one of the largest projects I have had the opportunity to work on, with an equally large cast of design and creative talent. I was responsible for establishing the overall design direction including the approach to the Hollywood UI, campaign design system and creative tactics. This meant partnering with 3D artists, animators, product designers, comms designers, creatives, the Chase internal design team and partnering media agencies.
Design
Cory Galster - GDD
Josh Fiebig - UI
Rachel Cutler - UI
Brandon Shefton - UI
Mira Zimmerman - 3D
Molly Smisko - 3D
Creative
Steve Street - ECD
Sarah Fisher -CD
Taylor May - Art
Denise Ankerman - Copy
Account/ Prod
Brain White - Prod
Jordan Middendorf - Act
Brian Ivory - Act