SoFi
Strategy, UX and design for a ground-breaking new financial start-up that shifts the power from the lender to the borrower.
As Creative Director, I led the branding, advertising campaign, and website design for SoFi, a groundbreaking financial startup that shifts power from the lender to the borrower. My team and I launched the 'So' campaign, which cleverly uses alliteration from SoFi’s name to connect emotionally with audiences. This included headlines like 'So high interest won't interfere with other interests.' and the tagline ‘So smart. SoFi.com,’ paired with authentic visuals that break away from typical finance imagery, positioning SoFi not just as a financial institution but as a lifestyle enabler.
Under my guidance, the 'So' campaign not only extended SoFi’s services from student loan refinancing to include mortgage and personal loans but also maintained SoFi’s unique customer-centric approach, solidifying its reputation as a leader in innovative financial solutions. Evolving from a peer-to-peer platform into a multifaceted financial institution, SoFi has grown from $1 billion to over $15 billion in lending. The company distinguishes itself by building a community-focused environment where customers are viewed as members and have access to exclusive services like career planning, unemployment protection, and entrepreneurship programs.
Our national campaign expanded SoFi’s visibility through digital ads, transit advertisements, and billboards. A standout headline, 'So what you borrowed doesn't limit what you become,' featured on city bus wraps and digital billboards, significantly boosted SoFi’s brand recognition. This messaging powerfully reinforced our commitment to empowering financial freedom, resonating with diverse audiences across the country.
