I worked on branding for a year at Capital One on a team known internally as the Design Pirates. The project consisted of a hardware & software product that would transform the way people connect with their money. The hardware component has since been re-branded as the Elements card.
Who is this for?
We focused on the customer segment characterized by people who:
have the eventual, but not immediate, ability to reach long term goals
make financial decisions on emotion and intuition
value customization and authenticity
have malleable financial behaviors they are actively looking to improve
We strive to share success with our customers by re-imagining the way they can relate to their personal finances. We stand for the encouragement of financial confidence, individual engagement, and empowerment of our end consumers.
Financial illiteracy creates a need to educate people to spend and save wisely
Technology provides the opportunity for customers to better track their behavior
It's not about how much customers make or where they've spent their money, it's understanding why the customer behaves the way they do.