LAUNCH CREATIVE / IN DEVELOPMENT
01 / CONCEPT
One connected system. Two distinct uses.
The launch creative introduces an unfamiliar category through a connected visual idea. The coil concept links earning and movement: compressed to suggest funds at work, extended to suggest motion. The aim is to connect the two utilities while keeping their product roles distinct.
02 / CATEGORY
Make the distinction part of the story.
SoFi Earn is described in the brief as a consumer tokenized deposit within SoFi Digital Money. The related payment stablecoin supports on-chain movement. The communication separates earning, eligible deposit protection, and movement so the visual connection does not blur what each product does.
SoFi Earn / SOFIE
Consumer tokenized deposit
Earning on idle funds. Deposits represented by SOFIE may be eligible for FDIC insurance up to applicable limits.
SoFiUSD
Payment stablecoin
On-chain movement. The payment stablecoin and cryptocurrency are not FDIC-insured deposits.
03 / 3D
Give the category a visual language.
A gleaming Earn coin, protection lock, and coin coil form the proposed launch world. Materials, lighting, and dimensional compositions connect these elements with SoFi’s existing visual language, giving abstract product concepts a tangible point of reference.
04 / MOTION
Reveal the story one idea at a time.
The storyboard connects kinetic typography, the Earn coin, deposit-protection messaging, and rotating product UI. Coil movement links the earning story with the movement story before the sequence resolves into a call to action. The final animation remains in development.
05 / PRODUCT
Bring the explanation back to the interface.
Product UI anchors the category story in potential member use: earning on idle funds and connecting with crypto activity in the app. The planned sequence moves between dimensional imagery and interface views so the product remains central to the explanation.
06 / EXTENSIONS
Carry the core idea into launch placements.
Paid and lifecycle applications extend the same visual language into different entry points. The shared coin, coil, typography, and UI treatment give the planned launch range continuity while allowing each placement to focus on the message its audience needs.
