Copper started with one goal in mind—setting Gen Z up for financial success. As they’ve grown, their mission has broadened and so has their audience. What started out as a simple solution for teen banking, is now expanding its mission to include crypto investing, education, advocacy and beyond.

We had the unique opportunity to revisit a brand that we had created in the first place. Looking to new data insights and conducting wider user research we came to understand how to leverage what elements carried equity, while being able to evolve the brand to better serve the audience and represent Coppers offering.

We looked to key pain-points in the previous brand, as well as to the new mission drivers pushing Copper forward. A user-centric approach became a central theme for much of the rebrand. Finding ways to allow Copper users to customize their experience was integral, and worked beautifully in-app as well as tangible assets like the updated Copper Card.

The updated visual identity leads with punchy, digital colors, an expanded logo and symbol set, new custom photography as well as a new approach to typography. Employing a variety of weights of the typefaces GT Walsheim and GT America, we created a more dynamic brand visual language that encapsulates the inclusivity of the Copper brand ethos.

From new brand swag to sales decks, we pushed the brand into crucial new territory—leading Copper to reach 400,000 new users as well as achieve a $130 Million valuation in its early stage, priming them to further impact their users and help teens safeguard their financial futures.