I led the visual identity transformation of NewRetirement during its evolution to Boldin—a pivotal rebrand that expanded the company's mission from retirement planning to comprehensive financial wellness. The new name and identity needed to inspire confidence while maintaining trust with an existing customer base.
Working closely with the internal brand team, I developed a scalable visual system that balanced boldness with approachability. Key deliverables included a brand book, typography, color palette, photography, and brand pattern. The resulting identity system empowers users to take control of their financial future while ensuring a seamless transition for legacy customers.
This rebrand helped position Boldin to expand its market reach beyond retirement planning to serve customers at every stage of their financial journey.
Working closely with the internal brand team, I developed a scalable visual system that balanced boldness with approachability. Key deliverables included a brand book, typography, color palette, photography, and brand pattern. The resulting identity system empowers users to take control of their financial future while ensuring a seamless transition for legacy customers.
This rebrand helped position Boldin to expand its market reach beyond retirement planning to serve customers at every stage of their financial journey.
Project type:
Rebrand - FinTech
Rebrand - FinTech
Role:
Brand Design Lead - Freelance
Brand Design Lead - Freelance
In-house collaborators:
Head of Brand - Rachel Diesel
Product Design - Lefe Lima
Product Design - Zenia O'Leary
Copy - Melissa Jaen
Head of Brand - Rachel Diesel
Product Design - Lefe Lima
Product Design - Zenia O'Leary
Copy - Melissa Jaen
Boldin
Rebrand
Rebrand
Before Boldin: NewRetirement
The challenge was maintaining NewRetirement's reputation for exceptional customer service while evolving the brand to become Boldin. This required a delicate balance between honoring existing brand equity and introducing fresh elements that resonated with a broader audience.
I reimagined the brand identity by strategically evolving its visual language. I refined the color palette for increased vibrancy, implemented design tokens for technical consistency, and replaced sunset imagery with dynamic, candid photography that captures the brand's expanded narrative of financial journeys. A proprietary pattern system and the Boldin arch motif were integrated to unify the brand's visual communication.
This systematic approach ensured brand cohesion while minimizing disruption for existing users, creating a foundation strong enough to support Boldin's broader mission.
I reimagined the brand identity by strategically evolving its visual language. I refined the color palette for increased vibrancy, implemented design tokens for technical consistency, and replaced sunset imagery with dynamic, candid photography that captures the brand's expanded narrative of financial journeys. A proprietary pattern system and the Boldin arch motif were integrated to unify the brand's visual communication.
This systematic approach ensured brand cohesion while minimizing disruption for existing users, creating a foundation strong enough to support Boldin's broader mission.
Brand Evolution
