This is the package that my new Simple card. Simple is a new banking startup trying to compete with large, ingrained institutions like BofA and Chase. I really like what they’ve been doing so far and they have great promise.
One of the biggest challenges they face is gaining users trust. You’re putting your actual money into them, so every single thing they do needs to feel incredibly safe and reassuring. Copy plays a big role in that. They aren’t nearly as whimsical as many games, but that’s ok. It’s all about choosing the personality you want to convey (in this case safety, competence, and excitement), and being consistent.