Affirm Rebrand

In an increasingly crowded BNPL category, Affirm needed a brand that could feel more distinctive, modern, and emotionally relevant without losing the trust and transparency at its core. The new identity evolved Affirm into a more confident and flexible brand system, introducing a refreshed approach to typography, color, photography, illustration, and motion across every touchpoint.

My Role:

As a core member of the rebrand team, I helped shape the visual identity from exploration through launch. I contributed to the creative direction and design system, developed key elements of the brand language, and led the design of the brand guidelines that brought the new identity together across marketing, product, and digital experiences.

Impact:

The rebrand created a more cohesive and recognizable expression for Affirm, strengthening consistency across channels while helping the brand stand out in a competitive category. Following launch, Affirm saw gains in brand awareness and consideration against key competitors.