Role & Duration

My Contribution

Brand Designer on a Team of 12

Duration

4 weeks

Project Brief

• Objective: At the end of 2022, our team was tasked with refreshing Affirm’s branding to better resonate with its users. The objective was to update the existing brand elements—colors, photography, illustrations, type, and copy—to clearly communicate that Affirm is the premier financial solution for achieving personal goals.

• Scope: Comprehensive redesign of Affirm's brand identity, including the visual and verbal elements that represent the brand across various platforms.

• Goal: Create a brand experience that aligns with users' values of flexibility and responsible spending

Creative process

• Research & Discovery: The initial phase involved researching the competitive landscape and understanding user needs. Analysis revealed that while BNPL competitors were adopting youthful and playful branding, Affirm had an opportunity to engage its Millennial customer base through a branding approach that combined a sense of responsibility with a modern aesthetic. The research highlighted that Affirm’s customers seek flexibility in financial solutions while remaining responsible in their spending decisions.

• Concept Development: Based on the research insights, I developed a refreshed brand concept that incorporated a pared-back version of the existing brand elements. This approach utilized Affirm’s distinctive cool color palette and integrated raw, unfiltered photography to convey authenticity and immediacy.

• Design Execution: The design execution focused on refining the brand’s visual identity to reflect a balance between responsible spending and modern sophistication. The updated design elements included a streamlined color palette, updated typography, and a fresh approach to photography and illustration.

Color Palette

Moodboard