Synchrony Financial

Synchrony – a Fortune 500 company – is a financial services company delivering tech solutions for both people and businesses. They are the largest provider of private label credit cards in the U.S. – the types of credit cards you find in partnerships with department stores and brands like Venmo, Amazon, Verizon, Lowe’s and a variety of small businessess. These services allow their customers to buy what they want instantly, but undoubtedly carry some financial stigma.

Our aim was to make their products feel more accessible and open. In 2019, we conducted a refresh of their brand identity to match “Changing What’s Possible” – a new brand positioning that aimed to push the brand into a more innovative and aspirational space. The new identity kept many key elements (like its heritage gold and charcoal), but introduced a flexible typographic and layout hierarchy that broke the boundaries of traditional and stuffy financial identity systems.

Created at Giant Spoon NY, 2019

Role Art Director and Designer