SoFi
Crypto, Banked by SoFi: An Integrated Campaign
An integrated launch campaign for SoFi Crypto, from the first and only nationally chartered bank to offer crypto trading to consumers. One idea, “Crypto has a bank now,” carried across paid social, display, a landing page, email, print, collateral, a 20 × 20 ft booth, signage and a merch kit, built on SoFi’s current brand.
- Client
- SoFi
- Role
- Concept, Art Direction & Design
- Year
- 2026
- Disciplines
- Integrated Campaign, Art Direction, Crypto & Fintech, AI-Assisted Production
- Credit
- A Canvas & Core Labs client project, directed by our co-founder Somaiyeh Ghaffarnia
The Brief
SoFi needed one integrated campaign for SoFi Crypto, built on its current brand guidelines, spanning digital advertising, email marketing, print advertising and collateral, and event and experiential design. The campaign had to make one fact land: SoFi is the first and only nationally chartered bank to offer crypto trading to consumers.
The Insight
60% of SoFi members who own crypto would rather buy, sell and hold it with a licensed bank than with their main crypto exchange. People don’t want a separate crypto life. They want crypto next to the rest of their money.
The Idea
Crypto finally has a bank. The device is the Jewel: SoFi’s 3 × 3 logo mark rebuilt from nine glass coins, with Bitcoin, Ethereum and Solana set where the logo has its rings. Every piece signs off with “Crypto, banked by” and hands the sentence to the SoFi logo.
How I Built It
I directed the campaign and produced it hands-on with AI tools. I built the strategy, copy and coded layouts with Claude as my production partner, and produced the glass coin renders, photography and every physical mockup in Gemini, using SoFi’s own glass coin imagery as the style reference. I explored five imagery directions before choosing the Jewel, and reviewed every piece against SoFi’s brand guidelines. Product facts, rates and disclosures come from sofi.com and SoFi announcements.
Strategy & Big Idea
Campaign Strategy · Creative Concept · Copywriting
SoFi became the first and only nationally chartered bank to offer crypto trading to consumers, then added SoFiUSD and SoFi Earn within a year. The campaign needed one idea simple enough for a 320×50 banner and big enough for a booth wall.
The headline states the news, “Crypto has a bank now,” and four pillars carry the proof, each tied to a real product: Trade (25+ cryptocurrencies, 24/7), Fund (instant transfers from SoFi Checking and Savings), Earn (SoFi Earn at 4.40% APY) and Move (SoFiUSD, the first stablecoin issued by a U.S. national bank).
Brand System
Brand Research · Visual System · Key Visual
The system follows SoFi’s current brand as it appears on sofi.com in October 2026: the logo cyan, purple-navy type and buttons, violet and gold eyebrows, rounded buttons, and two-tone headlines that set the setup in one color and the payoff in the other.
The key visual is a set of glossy glass coins in the style of SoFi’s own crypto imagery: Bitcoin, Ethereum, Solana, SoFiUSD and a SoFi Earn coin, rendered on each brand ground, plus the Jewel. The sign-off lockup sets the SoFi logo on the text baseline at matching cap height.
Digital Advertising
Paid Social · Display · Art Direction
Paid social runs one headline per pillar in feed and story formats, plus a proof story built on SoFi’s member survey: 60% of members who own crypto would rather hold it with a licensed bank.
The carousel is cut from a single 5,400-pixel panorama, so the coins travel across all five cards. The display set adapts the hero line to six standard IAB sizes, down to a 320×50 mobile banner, and every piece carries the disclosure its claims need.
Landing Page
Web Design · Conversion Design · Copywriting
Every ad and email drives to one campaign landing page in the sofi.com style. It opens on the hero line and the Jewel, proves the claim with SoFi’s own figures, then walks through the four pillars, the app, recurring buys, SoFi Earn and the three steps to a first trade.
It ends with guides, the booth invitation, FAQs and the full disclosures, and it works as a single column on phones.
Email Marketing
Email Design · Copywriting
Two emails carry the campaign into the inbox. The launch email opens with the member insight and walks through the four pillars and the app, and the booth invitation turns the campaign into a reason to show up: a daily demo theater schedule, 1:1 sessions and the Banked kit.
Print Advertising & Collateral
Print · Editorial · Collateral
A cyan hero spread and a white “1st” full page, built at 300 dpi to trim size. The spread runs the Jewel across the gutter and lists the four pillars beneath it.
For members and the booth: a tri-fold guide to crypto at SoFi that moves from why a bank to three steps to a first trade, and two product sheets, SoFi Earn and SoFiUSD, with working QR codes to sofi.com/crypto.
Event & Experiential
Booth Design · Environmental Graphics · Signage
A 20 × 20 ft island booth for a crypto conference puts the hero line at architectural scale on a backlit back wall, with a four-sided hanging sign and one demo counter per pillar. A demo theater runs a session on the hour, and banner stands, a wayfinding easel and the theater screen guide visitors through the space.
I designed every graphic flat, then photographed the booth, signage and theater in Gemini using the flats as references.
Merch Kit
Merch · Packaging · Print
Visitors who finish a demo leave with the Banked kit: a cyan box with the Jewel on the lid, a purple-navy tee with “Crypto, banked.” across the back, a notebook, die-cut stickers and a badge on a printed lanyard.
