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2025
Developed in-house and applied across print, web, and mobile, the rebrand reflects Plaid’s role in enabling continuous progress across the financial ecosystem.
In close collaboration with brand, product, and web partners, I defined principles to consistently apply the rebrand across marketing pages and core product flows.
Marketing surfaces pushed the brand forward through expressive use of guilloches, gradients, illustration, and motion, setting a clear visual standard for Plaid’s public presence. Explore the system live on Plaid.com, and across product deep-dive pages.
While marketing embraced expressive visuals, the Developer Dashboard applied the brand more selectively, prioritizing usability, clarity, and performance without losing brand presence.
Together, these efforts established a flexible brand system that scales across both expressive marketing moments and highly utilitarian product experiences. More examples coming soon…
Updated 2026