Creating Upwardli’s brand identity
Upwardli isn't just another credit-building platform — it's a game-changer in the fintech realm, empowering users to boost their credit scores while engaging with their favorite services. See the full product design here →
CLIENT: Upwardli
ROLE: Lead Designer, Contractor
Teaming up closely with Upwardli's trailblazing co-founders, Danielle Hill and Aaron Greggory, I took the helm in crafting a brand identity and design system set to revolutionize the credit-building landscape. Embracing the transformative potential of credit education, I embarked on a mission to infuse Upwardli's brand with authenticity and purpose. Drawing inspiration from notions of progress and empowerment, I meticulously designed a logo and design system marked by sleek lines and vibrant hues—a reflection of our commitment to instilling confidence and accessibility in every user interaction.
As Upwardli pivoted from a B2C to a B2B model and diversified its offerings, the enduring relevance of our original design language became even more evident. This underscores the profound impact of design excellence in maintaining brand consistency and resonance across diverse contexts.
At the core of Upwardli's success lies a dynamic design system that seamlessly integrates marketing and product realms. Drawing from our brand's ethos of inclusivity and progress, I curated a versatile palette of colors, typography, and iconography. This cohesive design language resonated across all touchpoints, enriching the user experience and reinforcing Upwardli's mission of empowering individuals on their credit-building journey.
Recognizing the need for a distinct illustrative style, I navigated constraints and user expectations to propose a flexible illustration toolkit. Leveraging existing resources, we developed an illustrative identity perfectly aligned with Upwardli's target audience, enhancing the visual storytelling aspect of the brand experience.
