SoFi

Life After Debt — Student debt. All that college baggage hanging around you for decades after you graduate. It kinda feels like a giant backpack stuffed with bills, fees, and regret. So we used that exact visual metaphor to show refinancing your federal student loans with SoFi is a way to get that monkey off your back for good. These spots were concepted, shot, produced, directed, and edited all in house at SoFi Studios.

SoFi - Life After Debt

SoFi - Life After Debt Wedding

Overview When I joined SoFi, the company was evolving. My partner and I were tasked with taking SoFi from its startup roots to a premier financial brand. We took a microscope to every facet of the brand—including design, voice, tone, and values.

Overview

When I joined SoFi, the company was evolving. My partner and I were tasked with taking SoFi from its startup roots to a premier financial brand. We took a microscope to every facet of the brand—including design, voice, tone, and values. On our second day, we pitched a new logo. Our argument was that a financial services company shouldn’t have a diagonal trending down. It was an easy sell.

The Brandscape

The SoFi brand at the time was a collection of old campaign relics, without many guiding principles. We created The SoFi Brandscape—a brand world with principles, structures, and guidelines that married the old with the new. My partner and I led the creation of a brand asset refresh, working with our production partner to create 40+ new static and animated brand assets that would become the new face of web, digital, social, and TV.

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TV When the architecture was built, we needed to inject some humanity into the brand. SoFi is built on the strength of its membership and the love people have for the company. We made SoFi members the heroes and spokespeople of the brand by creat

TV

When the architecture was built, we needed to inject some humanity into the brand. SoFi is built on the strength of its membership and the love people have for the company. We made SoFi members the heroes and spokespeople of the brand by creating 90+ TV spots featuring SoFi members telling their stories. Here are a few:

COVID Pivot

After we launched the 2020 TV campaign, COVID-19 happened… Our next challenge was to take what we had built and test its flexibility. Less than a month later, we launched the “Our Promise” campaign, which used the Brandscape and member storytelling to create a series of spots with a softer, more empathetic tone.