Affirm Brand refresh
Brand design | Prototyping | Design systems
the challenge
At the end of 2022, our team was tasked with refreshing Affirm’s branding to better reflect its users. The challenge we faced was how can we take our existing brand and update it with colors, photography, illustrations, type, and copy to convey that Affirm is the best financial solution for helping you realize your goals.
research
Since I was already well-versed in our existing Affirm brand, my first step in designing a refreshed brand was to research both the competitive landscape and our users. I learned that while our buy now pay later (BNPL) competitors were leaning into young, playful branding, we had an opportunity to reach our maturing Millenial customer base through branding that conveyed responsible spending, but not in a stuffy way. I learned that the Affirm customer is looking for flexibility in their financial solutions, but wants to be responsible with their spending as they make purchases that meaningfully enhance their lives.
brand exploration
After iterating through various combinations of our previous brand colors, type, etc., I landed on a paired-back version of our brand that takes advantage of our striking cool color palette, and couples it with photography that feels raw, in the moment, and unfiltered.
Color palette
Moodboard
HOMEPAGE PROTOTYPE
The final portion of my proposed brand refresh was an updated website that leverages interactive design techniques. Scroll through my rebranded homepage prototype below, where I optimized for an experience that re-engages the user throughout the page from top to bottom.