In 2018 I had the pleasure of rebranding Dwolla. Up until that point, Dwolla had mainly been focused on P2P payments, but the company pivoted and changed their business model to focus on building an ACH API based on the banking infrastructure. With the shift in focus, the company required a fresh look.
Some keywords were determined by group stakeholders to help define what the identity should represent. These brand attributes are the characteristics that make up the personality of the organization. These attributes would drive the tone and visual look of all communications for the company going forward.
The visual identity system has been applied to a wide range of materials including social media profiles, stickers, badges, company presentations, Money 2020 booth graphics and clothing apparel to name a few.
The redesign was featured on the Brand New website, which is a division of UnderConsideration, chronicling and providing opinions on corporate and brand identity work. I was pleased to see that the results were pretty good with most people voting for "Great" or "Fine".
After the rebrand, I quickly created brand guidelines and distributed them throughout the entire organization to ensure that everybody was following brand standards which resulted in more consistency and professionalism across all company properties and communications.
Other Projects
Dwolla Developer Portal RedesignUI / UX Design
Global Search on Dwolla.comUI / UX Design
Instant Account Verification - FinTech Product PrototypeUI / UX Design
Sandbox Graphic & A/B Tested Landing PageIllustration & Web Design
Dwolla Core ValuesBrand Identity / Icon Design
Dwolla Marketing Site RedesignWeb Design
Red Benny Font SpecimenTypography / Branding
Office City Location IllustrationsIllustration
Louis C.K.Illustration
Flat Finance IconsIllustration
Food Benefit PosterPrint
Democrat Republican LogoIllustration
Isometric IllustrationsIllustration
Dwolla Mission, Visions & ValuesTypography
Flat Audience IconsIllustration
IronPlanet ConExpo Booth 2008Trade Show Booth Graphics