Michele Byrne!

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Launching Betterment Checking

Pile of blue Visa debit cards with chip and contactless symbols, branded "Betterment."

The launch of Betterment Checking and its first debit card marked a bold step for the brand, blending sleek design with innovative features. From crafting a debit card that embodied trust and excitement to building a campaign that sparked FOMO, this launch set the tone for a new chapter at Betterment.

Designing the card

The Betterment debit card needed to embody the values of the Checking product: exclusive, trusted, and innovative. We designed a card that balanced sophistication with approachability, using a limited color palette of Betterment blue and charcoal gray. More than just a functional product, the card became the visual centerpiece of the campaign. Its clean design set the tone for all supporting assets, establishing a cohesive visual language that balanced trust, innovation, and excitement.

Two dark-colored debit cards with Visa logo and contactless payment symbol, one featuring the brand "Betterment," displayed against a blue background.
Row of blue Visa debit cards arranged in a wave pattern on a black background.
Pile of blue Visa debit cards with contactless payment symbols.
A smartphone displaying a mobile banking app with an account balance of $4,725.20 and recent transactions. A black debit Visa card with a contactless payment symbol is positioned next to the phone.
A series of overlapping blue debit cards, labeled with Visa logo and contactless payment symbol.

Building anticipation for
the Limited Edition card

The campaign’s first phase was all about generating buzz, and we knew exclusivity was the key. Enter the Limited Edition debit card: a sleek, charcoal-gray design that became the ultimate must-have for Betterment superfans. This card wasn’t just a functional product—it was a statement, sparking FOMO and excitement. Loyal customers were invited to join the waitlist and spread the word.

Black Visa debit card with a chip and contactless symbol
Text reads 'CHARCOAL IS THE NEW BLACK' on a gray background."
Animated text reading "The Limited Edition Card is Here" on a blue background.
Hand holding a debit card near a contactless payment terminal with 'Bada Bing' written above.
A person holds a smartphone displaying a banking app with a balance of $38,438. The app screen shows checking account transactions and options to deposit and transfer money. The words 'Bada Boom' are handwritten above the phone.

Crafting the
physical mailer

Every detail of the packaging was crafted to create a sense of exclusivity and excitement. The packaging was designed to surprise and delight customers while reinforcing Betterment’s trusted and modern identity. By combining thoughtful design with premium materials, the packaging enhanced the overall experience and reflected Betterment’s customer-centric ethos. With the card and packaging finalized, the next step was to build anticipation for its release.

Open card displaying a limited edition Visa debit card with blue and black color scheme, text reading 'Nice! You've got the limited edition card.'
Open blue card holder displaying a Visa debit card with activation instructions printed beside it.
Blue envelope with 'Hello Better Banking' text and Betterment address in New York.
Brochure featuring a blue Visa debit card with text highlighting no overdraft fees, no minimum balances, and worldwide ATM reimbursements.
A white envelope with text and a window, next to a striped paper with blue, green, and black lines.

Launch the campaign

For the public launch, we wanted to create a campaign that didn’t just inform—it delighted. Our goal was to make people smile with marketing that felt fresh, relatable, and a little unexpected. Drawing inspiration from memes and pop culture, we designed playful visuals and animations that highlighted the product’s features in a fun and engaging way.

From a nod to classic "deal with it" sunglasses to nostalgic visual cues, the campaign leaned into humor while staying modern. This touch of lightheartedness helped balance the serious nature of financial products, reinforcing Betterment’s innovative and human-centered brand identity.

The word 'FUNDING' in bold white letters on a dark background.
Blue background with Visa debit card and text "It's not magic, but it's close."
Hand holding a smartphone displaying a message: 'ATM fees reimbursed anywhere Visa is accepted. Every single fee' in white text on a blue background.
Blue Betterment Visa debit card with chip and contactless symbol on gray background.
Falling blue debit cards.
Hand holding a smartphone displaying the text "No more 'because that's how it's always been.'" on the screen.
Blue playing card deck with two front cards designed like Visa debit cards, featuring contactless payment symbol and text "Playing Cards" on the box.

Why it works

Excitement and magic

By incorporating dynamic animations and playful visuals, the campaign captured the excitement of the launch while adding a touch of magic to the customer experience. This approach made the campaign feel fun and engaging without losing its credibility.

Cohesion across touchpoints

From packaging to social media to in-app experiences, the design system ensured a consistent and cohesive customer journey. This alignment amplified the campaign’s impact and established Betterment Checking as a standout product in the fintech space.

Sleek and trusted design

The limited color palette of charcoal gray and bright blue created a sleek and modern look that balanced sophistication with boldness. Every element, from the Limited Edition card to the marketing assets, reinforced Betterment’s reputation as a trusted and innovative brand.

Michele Byrne!

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