Iching Cheng — Visual Designer

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      MULTIDISCIPLINARY DESIGNER11 YEARS AT CHIME, 2014–2025
    

I design across screens, spaces, and everything in between.

Shaping brands, products, and experiences that work in the real world.

11 years

One brand, from early stage to public company

3 rebrands, scaled

Turned agency identities into systems for every touchpoint

IPO launch

Designed investor, executive, event, and launch materials

Concept → execution

Hands-on across every medium, from first idea to final file

Selected Work

01Chime — Brand Evolution

Building a brand system that could grow with Chime

Carried three agency-led rebrands from core identity to everyday use — extending the system, writing the guidelines, and rolling it out across every touchpoint.

Role — Brand extension, system design, rollout

BRAND SYSTEMGUIDELINESILLUSTRATION

Chime team celebrating on stage at the Nasdaq listing, IPO day

02Chime IPO

Designing Chime's IPO moment

Launch graphics, executive and investor materials, event branding, and swag — delivered for a date that couldn't move.

Role — Launch visual design, presentations, experiential, motion design

LAUNCHPRESENTATIONEXPERIENTIAL

03Chime Crew — Social Campaign

A gift box for the Chime crew

A swag-filled gift box that rewarded Chime's most engaged members — made to celebrate belonging and built to be shared.

Role — Concept, packaging, swag design

COMMUNITYPACKAGINGSOCIAL

Chime Crew gift box opened, with swag inside

Chime ad creative collage

04Growth Creative Testing

Finding the signal in creative experimentation

Testing how format, color, and messaging shape paid social performance—and turning the results into clearer creative decisions.

Role — Visual design and creative development

GROWTHPAID SOCIALA/B TESTING

Chime module library: flexible sections that combine into any page

05Design Systems

Building systems that scale

Figma libraries and web page systems that helped marketing, product, and engineering build consistently.

Role — Component libraries, page templates, guidelines

WEBCOMPONENTSGROWTH

06Internal Brand Experience

Designing culture from the inside

Event identities, signage, swag, and internal campaigns for the people building Chime.

Role — Event branding, environmental, merch

INTERNAL BRANDIDENTITYEVENT BRANDINGMERCH

Chime employees cheering at SummerChime 2023, a ’90s-themed summer party

ABOUT

I love turning complex ideas into simple, intuitive experiences that truly connect with people.

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01 — OVERVIEW · {{ p.eyebrow }}

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ROLE: {{ p.role }}
DISCIPLINES: {{ p.tagLine }}
CREDITS: {{ cr.name }} – {{ cr.title }}

Chime ad creative collage — {{ p.hero }}

02 — CONTEXT

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03 — CHALLENGE

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04 — ROLE

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05 — APPROACH

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MOODBOARD

PLACEHOLDER — {{ p.moodboard }} · Export 2700 × 1350 px

06 — DESIGN

THE CONSTANT — 2014 TO NOW

The logo stayed. Everything around it evolved.

Across three eras below: color, type, icons, and illustration.

ILLUSTRATION

ICONOGRAPHY

EXAMPLE — SPEC SHEET

EXAMPLE — GRID OVERLAY + TEMPLATE

APP

WEB

PRINT

SWAG

EXAMPLE — 2×2 TOUCHPOINTS

In The Green OOH · 48-SHEET

EXAMPLE — BILLBOARD IN CONTEXT + DIGITAL

TEST: HEADLINEchime

Get paid up to 2 days early.

Get started

EXAMPLE — VARIANT A

TEST: VISUALchime

Banking, built for you.Get started

EXAMPLE — VARIANT B

TEST: SOCIAL PROOFchime

★★★★★“Chime made saving feel easy.”

Get started

EXAMPLE — VARIANT C

chime

Get started

Banking that has your back.

EXAMPLE — LANDING PAGE, DESKTOP

chime

Banking that has your back.

EXAMPLE — MOBILE

chime

Banking that has your back.Get started

1:1

chime

Banking that has your back.Get started

4:5

chime

Banking that has your back.Get started

9:16

chime

Banking that has your back.Get started

16:9

chime

Banking that has your back.Get started

300×250

EXAMPLE — FORMAT MATRIX

{{ c.tag }}

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PLACEHOLDER — {{ c.label }}

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                        COLOR
TYPE
ICON
ILLUSTRATION

                        COLOR
TYPE
ICON
ILLUSTRATION

                        COLOR
TYPE
ICON
ILLUSTRATION

TYPE SAMPLE
ICON
ILLUSTRATION

CORE IDENTITY — {{ c.agency }}, {{ c.year }}ROLLOUT — PRODUCT, MARKETING, PHYSICAL

                        CORE IDENTITY — {{ c.agency }}, {{ c.year }}
ROLLOUT — PRODUCT, MARKETING, PHYSICAL

{{ row.caption }}

06 — THE EXPERIMENT

One creative system. Multiple variables.

A · FORMAT

Carousel vs. Static

FACEBOOKINSTAGRAM

On Instagram, the static control ran as a 1:1 square.

VARIANT — CAROUSEL

Control — static Facebook ad, as tested — CONTROL — STATIC

B · COPY

Checklist vs. Emoji

FACEBOOKINSTAGRAM

Facebook tested checklist text vs. emoji. Instagram tested control text vs. emoji text.

Variant — checklist text Facebook ad, as tested — FB — CHECKLIST TEXT

Control — emoji version Facebook ad, as tested — FB — EMOJI VERSION

C · BACKGROUND

BlackSpace vs. BlueGreen

FACEBOOKINSTAGRAM

Same layout and message; only the background changed.

BlackSpace background Facebook ad, as tested — BLACKSPACE

BlueGreen background Facebook ad, as tested — BLUEGREEN

07 — FINDINGS

Not every test produces a winner. Every test can inform the next move.

          LEADING VARIANT, SIGNIFICANT
          OBSERVED, NOT SIGNIFICANT
          COMPARISON
          CPE · LOWER IS BETTER · ALL BARS ON ONE $0–$80 SCALE
        

FINDING {{ f.n }} — {{ f.area }}

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ACROSS PLATFORMS

The same creative choice doesn’t necessarily behave the same way everywhere.

            PROMISING EVIDENCE
            INCONCLUSIVE
            QUESTION FOR FUTURE TESTING
          

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CPE and probability-to-win as reported in the test results. Statistical significance describes confidence in an observed CPE difference; it does not establish downstream customer quality or profitability. Tests ran over several weeks in Q2 2019, with new iterations each round.

07 — {{ p.sysLabel }}

{{ p.systemImg }} — PLACEHOLDER — {{ p.systemImg }}

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08 — FROM FINDINGS TO ACTION

Turn the learning into the next experiment.

01→

Scale cautiously

Use Instagram Carousel as a candidate for further validation, subject to budget, audience, and campaign conditions.

02→

Iterate

Test different first-frame hooks, product benefit messages, and creative sequences to understand which elements contribute to the observed result.

03⏸

Deprioritize

Pause low-priority background-color-only tests unless new evidence or a clear hypothesis justifies revisiting them.

RECOMMENDATIONS AT THE TIME. CHIME HAS RUN MANY ROUNDS OF TESTING SINCE — THESE REFLECT ONE MOMENT IN AN ONGOING PROCESS.

08 — {{ p.impLabel }}

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{{ p.reflNum }} — REFLECTION

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RESUME

Iching Cheng

Senior Visual Designer

Download Resume LinkedIn ↗︎ Email

EXPERIENCE

Chime

11 YEARS · 2014 — 2025

Brand/Marketing Designer

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TOOLS & SKILLS

Adobe Creative Cloud · Figma · Claude · Midjourney · Brand Identity · Brand Experience · Design Systems · Brand Guidelines · Web & Landing Pages · Growth & Performance Creative · Social Media Marketing · Internal Branding · Motion · Packaging · Print · Illustration · Iconography · Infographics · Art Direction · AI-Assisted Design Workflows · Cross-Functional Collaboration · Multi-Project Management · Deadline-Driven Execution · Continuous Learning · Creative Problem Solving

EDUCATION

Academy of Art University · MFA Web Design & New Media · 2013

Let's make something meaningful.

Open to Senior Visual Design, Brand Design, and Art Direction opportunities.

EMAILhello@ichingcheng.com LINKEDIN/in/iching-cheng RESUMEView & download

Let's make something meaningful.

Open to Senior Visual Design, Brand Design, and Art Direction opportunities.

hello@ichingcheng.com LinkedIn ↗︎ Resume

        © 2026 ICHING CHENGBRAND · DIGITAL · SYSTEMS · CAMPAIGNS · PHYSICAL · MOTION
      