THE SITUATION Copper approached SIREN with a big challenge. How do we create a brand for a bank and financial literacy platform that serves Gen Z? One that authentically marries the tenets of trust and reliability needed for a bank, with culture and cut-through-the-noise attitude needed to engage this generation of digital natives? WHAT THEY DO Copper is like Venmo for teens (did you know teens have to use CASH? They can’t uber/lyft or pay their friends back for that taco/latte/concert ticket seamlessly). They subscribe to the ever-limiting bank of mom and dad. THE SOLUTION Welcome to the new hustle. The road to banking and financial literacy is a long and thorny one, so we created an integrated identity based on the foundation of The New Hustle — the path to financial freedom being rooted in a solid education. Guiding you through this fiscal expedition is Abe. He is the living, breathing embodiment of Copper. He exists to take users along for the ride, teaching them about compound interest and repayment plans. Abe is here to show you how to be a #CopperBoss.