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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.
SoFi Rebrand: Image
SoFi Rebrand: Video
SoFi Rebrand: Gallery
SoFi Rebrand: Image
SoFi Rebrand: Text
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