Client: Affirm
Project Name: Affirm Rebrand
Overview: Nearly nine years after its first rebrand, Affirm set out to redefine how it shows up in an increasingly crowded BNPL category. The goal was to create a brand that feels as thoughtful and transparent as the financial products it offers.
Partnering closely with the Product Team, the Brand Team evolved the visual identity into a more modern, confident, and scalable system. The rebrand introduced a refined design language, elevated art direction, and a more cohesive experience across digital, product, and marketing touchpoints, helping Affirm stand out while staying grounded in its core values.
Impact: The refreshed brand drove measurable gains in awareness and consideration, strengthening Affirm’s position against key competitors and creating a more consistent, recognizable presence across channels.
My Role: Art Direction and Brand Book Designer
