sofi

Overview

I had the opportunity to lead the art direction and execute new designs for the SoFi Plus rebrand which seamlessly integrated the marketing assets with the newly redesigned product UI. This ambitious project allowed me to showcase my creativity and problem-solving skills outside of my usual scope. I also worked cross functionally with the product designer to ensure alignment in the designs. Leveraging the research that was shared (30% of current SoFi Plus members weren’t able to differentiate themselves from regular membership), I made principle-based decisions that aligned with our goals, contributing to the project’s overall success.

Role

Lead Art Director
Interactive Designer

To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of SoFi.

Plus members have access to the most premium interest rates, rewards, and discounts across the full-suite of products yet 30% weren’t able to recognize their status.