Self is a five-year-old, $134M fintech startup. So they have a robust product but need to add on to that product offering while growing out of the direct response lower funnel. Brand work and a big brand idea were essential for codifying them as the leader in the credit-builder category. Something to unify the company inside and out and explode them with Series D funding.

The American dream is built on good credit. Self is helping Americans with bad or no credit improve their scores and helping mostly underserved African American women. We invited several dozen members of the target from around the country to join our Third3ye™ groups. The insight: Everyone, no matter where you are on the economic spectrum, has a dream. And they all want help building it.

The Idea: Build Dreams.
Credit isn’t very exciting, until you spend some time exploring the emotional benefits good credit can bring you. People aren’t building credit scores so much as amazing lives, homes and families. We centered our energy around supporting the people who need us most, inviting 100M Americans to better their lives in the greatest economy on earth.