SOFI: REBRAND

SoFi was founded in 2006 to help grads refinance student loans. Originally, the branding reflected a professional millennial audience. Over the years SoFi has gone from one product to eight, becoming a full-service financial institution.

In 2018 it was time to redefine the brand aesthetic to reflect a more diverse member group and wider product offerings—trading in gradients, icons, and lifestyle photography for a tight color palette, a highly stylized surreal visual world, and member-based content.