Dividend Finance is a leading provider of residential solar and home improvement financing. As the company scaled, its brand identity had become inconsistent across digital and marketing touchpoints, limiting its ability to clearly communicate its position as a fast, tech-enabled lender. The challenge was to create a cohesive, modern identity that balanced financial credibility with approachability, while differentiating Dividend in a crowded fintech landscape.

While my team developed the overall brand positioning, I led the visual identity and website design, translating the strategy into a scalable system and end-to-end digital experience. The brand was built on a restrained, institutional color palette designed to signal stability and trust while subtly reinforcing its connection to modern financial technology. I extended this system through refined typography, structured layouts, and a refreshed illustration style developed in collaboration with an illustrator. Moving away from traditional stock imagery, the illustrations adopted a more editorial, minimal approach focused on thin line work and negative space. I carried this system into the website design, integrating simplified UI graphics from their financing platform, guilloche-inspired line patterns, and a unified visual language that clarified complex financing concepts while reinforcing Dividend’s role as a seamless, embedded partner in the homeowner journey.