I led Affirm’s brand refresh, modernizing its visual identity and messaging to reflect transparency, trust, and empowerment. This initiative created a cohesive narrative across all touchpoints, enhancing customer engagement and strengthening Affirm’s market position. The project showcased my ability to lead large-scale creative efforts that drive brand strategy and business growth.
As part of the brand refresh, I led the launch of Affirm’s new tagline and campaign, “Life on your terms,” which reinforced the brand’s values of financial empowerment and flexibility. Rolled out across multiple channels, the campaign showcased real-life scenarios where Affirm enables consumers to live freely, backed by bold visuals and authentic storytelling. It elevated the refreshed brand identity, boosted engagement, and solidified Affirm’s position as a leader in responsible, transparent financial solutions.
