Supporting the New Middle Class

Forty-six percent say they couldn’t cover an emergency expense costing $400. So if their car breaks down, or if an unplanned medical bill arises, circumstances immediately become dire.

In addition to little or no savings, this growing middle class has low credit scores that prevent access to traditional lending products — leaving 160 million Americans with no workable options to meet their immediate financial needs, leading to a cycle of debt and permanent damage to their finances.

Elastic, a flexible line of credit, was created to give these consumers a financial safety net. It’s accessible — a quarter of the cost of other high-interest alternatives. Consumers can borrow just what they need when they need it, and they don’t pay anything until they draw on the funds. Elastic also gives consumers an opportunity to build their credit and offers free financial education to help put them in control of their finances.

Office partnered with Elastic to define its brand strategy and messaging, and create an approachable visual identity and tone of voice that expresses what the product uniquely provides: the peace of mind that money is available when you need it, and the confidence that you have control of your finances.

This approach is aligned with the branding for Elevate, the parent company of Elastic, which Office also developed. Since it launched, Elevate has originated $4 billion in credit to help more than 1.6 million Americans.