Credit Karma | New Brand Identity
Credit Karma is a well loved brand with over 120 million members, including more than half of U.S. millennials. Credit Karma launched in 2008, when the average person didn’t have free access to their own credit scores. People had to request it, wait for it to arrive by mail and pay for access. Improving your credit score was even more of a hassle, full of misinformation and scams. Credit Karma realized the cost and secrecy around credit scores was not only inefficient— it was hurting millions of Americans. So they created a company based on a new idea: Everybody should have easy access to their credit scores for free.
Credit Karma outgrew the existing brand expression and design system, while copycat competitors created a messy field of look-alike offerings. We needed to be differentiated from encroaching competitors, and bring a stronger voice and coherence to support our next decade of growth.
This new brand identity included brand strategy, design and visual identity, tone of voice, iconography and messaging—culminating in a new and comprehensive brand operating system. Effectively used across all channels of marketing and product in the Credit Karma brand ecosystem.
Role: Director of Brand Design, Credit Karma
Partnerships: All of the folks at Credit Karma 🙌 and the thoughtful team at Collins.
