Times Square. The Wells Fargo Center arena. Hundreds of bank branches and ATMs nationwide. These are spaces normally owned by legacy companies with decades of brand equity. Putting a young fintech brand into them raises an obvious question: how do you look like you belong without looking like everyone else?
The temptation is to adapt — to soften the brand, match the tone of the environment, blend in. We did the opposite.
Make the Space Adapt to Bilt
The approach was to lean into the Bilt visual identity fully. Not a different version of the brand for each surface — the same brand, applied with confidence, regardless of the format. A Times Square takeover and an ATM screen are completely different canvases, but the voice doesn't change between them.
That's what makes a young brand feel credible in spaces like these. Not restraint — conviction. If you hedge, you disappear. If you commit, the space starts to feel like yours.
Scale as Brand Building
These weren't just advertising placements. For a lot of people, this was the first time they encountered Bilt in the physical world. A taxi, an arena, a branch window — each one is an introduction. The design had to carry the same clarity and confidence as the product itself.
