Progress isn’t just a destination, it is a series of active choices. At its start, Credit Karma was the biggest disruptor in the financial world when it made credit scores free for everyone. As it expanded beyond just credit to be a full financial services company it needed an expansive look and feel as well. This brand identity was created to show a more established side of Credit Karma. One that demonstrates to its members that no matter where they are on their financial journey, they can make real financial progress. Because Credit Karma is built for every path.
Brand Voice - When Credit Karma’s members hear from them, they should feel secure and capable as they work towards progress. This brand voice was crafted to dial up strength, recognize tension, and help people feel like while they are the ones in the driver’s seat, they have a friend in finance helping to propel them forward every step of the way.
System Elements - These elements provide the essentials for clear, consistent typographic communication. Combined, they can be applied to confidently express Credit Karma’s brand message an to create bold, distinctive and impactful communication across many different contexts.
Expressive Typography - This distinctive stylistic element adds rhythm, emotion, and clarity to how Credit Karma communicates. The different type behaviors and motion guidelines help members to feel, not just see, its personality. Through movement, transitions, and timing, this dynamic typography creates continuity across experiences, guiding attention, reinforcing hierarchy, and giving Credit Karma a distinctive, memorable presence.
Credit Karma Plus
When Credit Karma wanted to launch its first paid subscription service, we combined the elements of the main brand identity with depth, pattern, lighting cues, metallic sheen, and an understated elegance to create an even more elevated look that can both compliments the parent brand and enhances the member experience.
