Chase

chase is an unsolicited concept rebrand of a retail bank, built by Misfits as a portfolio piece. Nothing in the package is a real Chase asset, product, rate or policy. The palette is the bank's own, measured off chase.com with a script rather than guessed, then moved one stop brighter and one stop cooler. A color picked to survive as a link on a white page has nothing left over when it has to carry a billboard.

The name already contains a verb, so the word list turns the logo into the first half of a sentence the customer finishes. chase rent, chase payday, chase whatever is actually keeping them up. That panel is the reason the name was worth keeping. The octagon survives as a pinwheel pictogram with a square counter and is demoted on purpose: one of twelve icons, the same size as the wallet and the clock, never a badge and never centered.

Grounded in the 'until' fintech concept by Afrian Hanafi, taken for its structure rather than its color: one ground per panel, and environmental placement instead of a logo on a white square. Also grounded in Oatly, whose packaging runs a conversation in the display face at a scale that ignores where copy is supposed to go, and in 1970s American savings-bank signage, which is where the fat soft serif comes from.