Norm was Schedulicity’s payment solution for their scheduling platform, a digital product that envisioned a new way to get paid for health and beauty service professionals. We were tasked with creating a brand that was introducing an exciting new payment product but that needed to feel established and secure to disarm any anxiety over learning a new technology and to instill trust in the security of financial transactions.

Since Norm would be primarily offered to Schedulicity users only at launch, we wanted to create a brand that connected with the diverse, creative and expressive entrepreneurs that make up the health and beauty service industries. We also wanted to stand against the stark minimalism that was prevalent in fintech branding. To make old money new and make new money normal, we glitzed and glammed up old money and turned turn of the century imagery to our cause, combining it with a look and spirit that is inspired by beauty, entertainment and drag culture.