SoFi

Overview

When I joined SoFi, the company was evolving. My partner and I were tasked with taking SoFi from its startup roots to a premier financial brand. We took a microscope to every facet of the brand—including design, voice, tone, and values.

Logo

On our second day, we pitched a new logo. Our argument was that a financial services company shouldn’t have a diagonal trending down. It was an easy sell.

The Brandscape The SoFi brand at the time was a collection of old campaign relics, without many guiding principles. We created The SoFi Brandscape—a brand world with principles, structures, and guidelines that married the old with the new. My par

The Brandscape

The SoFi brand at the time was a collection of old campaign relics, without many guiding principles. We created The SoFi Brandscape—a brand world with principles, structures, and guidelines that married the old with the new. My partner and I led the creation of a brand asset refresh, working with our production partner to create 40+ new static and animated brand assets that would become the new face of web, digital, social, and TV.

brabdscape1.jpg
TV When the architecture was built, we needed to inject some humanity into the brand. SoFi is built on the strength of its membership and the love people have for the company. We made SoFi members the heroes and spokespeople of the brand by creat

TV

When the architecture was built, we needed to inject some humanity into the brand. SoFi is built on the strength of its membership and the love people have for the company. We made SoFi members the heroes and spokespeople of the brand by creating 90+ TV spots featuring SoFi members telling their stories. Here are a few:

COVID Pivot

After we launched the 2020 TV campaign, COVID-19 happened… Our next challenge was to take what we had built and test its flexibility. Less than a month later, we launched the “Our Promise” campaign, which used the Brandscape and member storytelling to create a series of spots with a softer, more empathetic tone. 

Social

We used social media as a vehicle of experimentation to tell more nuanced, detailed stories about SoFi members and their financial lives. It was also a place to test how far our design principles could go. “The Daily Grand” was a social media experiment in which four SoFi members shared their financial ambitions and gave the member community control over the decisions to help them get there.