Zelle Initial Identity and Positioning

Our client, Chase, was involved in the consortium of institutions that created Zelle, the peer payments system used across major retail banks. The name was set, but were asked to submit ideas for branding and positioning. We submitted a lot of ideas (we always do) within 24 hours, but led with this version. Because of the number of institutions involved, as you might imagine, the final program ended up at another shop – but as you can see, it didn't migrate too far from our initial presentations.