In 2022 Aspiration, a green fintech leader, was looking to capture the indignation of eco-warriors who knew their futures were being ransacked by traditional big banks. The team created a campaign to remind them who truly has power by taking money out of their big banks and moving it to Aspiration. Because switching banks helps defund the industries destroying the planet and put the power in the consumer’s hands.
The campaign’s visual direction wanted to instill the punk ethos of a collective of Robinhoods, confidently staring at the camera as it whip pans and smashes the status quo. This is partnered with a considered use of two typefaces— one that signifies institutional norms of yesteryear, the other comes in hot with bold readability and confidence. The animation smashes complicity with attention grabbing, type forward executions while the website design helps to extend the narrative from the campaign into the already existing Aspiration brand platform.