The logo designed for refi.com embodies their commitment to making refinancing easy and empowering. The bold, approachable type conveys trust, while the arrows in the "o" symbolize movement, progress, and financial transformation. The green palette reflects growth, renewal, and smart decision-making, perfectly aligning with their mission to simplify and innovate the refinancing journey.

Refi.com’s color palette was designed for versatility, offering a range of options to express the brand’s personality. Organized by usage, the palette ensures clarity and consistency, with smaller accent colors reserved for expressive moments, such as enhancing the vibrant illustration system.

Lexend Deca serves as the primary typeface, chosen for its exceptional legibility and clean, modern design. This bold, structured sans-serif font reinforces our brand’s accessibility and professionalism, making it suitable across all formats. Together, the palette and typography create a cohesive and engaging visual identity.

Lexend Deca works well with the designed mark and can be used sparingly in headline copy (no more than once) or button copy (no more than once).

Buttons are clear, functional, and versatile, with consistent shapes and fonts. Bold colors and hover states ensure visibility and interactivity, while different styles—filled, outlined, and tags—adapt to various needs, guiding users effortlessly.

The illustration system creates a cohesive, approachable visual language. Larger illustrations feature stippling for warmth and a handcrafted feel, adding depth and humanity. For smaller icons, gradients replace stippling to maintain texture and clarity at any size. This system ensures consistency and scalability, with every element—from bold visuals to crisp icons—working together to reinforce the brand’s clarity, trust, and empowerment.

Photography is authentic and unscripted, capturing real-life moments with a photojournalistic feel. Each image answers the question: What can you do with your savings?—from adventures and projects to quiet moments at home. It’s about showcasing the lives customers can build.

I helped refi.com uncover their core brand values and mission. At refi.com, the goal is to empower users to take control of their finances and confidently manage their refinancing journey independently. Every element of the brand—from design to messaging—was crafted to reinforce this sense of control, clarity, and capability. Refi.com strives to make the refinancing process easy, straightforward, and even enjoyable, guiding users toward taking charge of their financial future.