01 / CONCEPT
Bring crypto into the bigger picture.
The relaunch placed crypto within SoFi’s wider financial ecosystem. My focus was the product demo and paid social: showing how buying, selling, and holding crypto fit into an app where members also manage other parts of their financial lives.
02 / WORLD
Let material and light carry the brand.
Translucent coins, a glass phone, and SoFi blue and eggplant lighting formed a connected visual world. Close-ups emphasized material and refraction, while wider compositions brought the coins, SoFi gem, and product interface into the same story.
03 / PRODUCT
Keep the experience in view.
The demo brought the app into focus, moving from the coin selection to the crypto module and its place alongside banking, borrowing, and investing. The UI gave the launch a concrete point of reference beyond the announcement.
04 / MOTION
Build a sequence that reveals the product.
The sequence moved from a dark, softly lit environment into a brighter product reveal. Kinetic typography, dimensional transitions, and the glass-phone composition connected the visual world with the app experience.
05 / PAID SOCIAL
Make the story work in a shorter window.
Paid social distilled the product story into a focused message and a clear visual entry point. Static and video applications used the same material language, with compositions and pacing adapted to the placement.
06 / SYSTEM
Keep the world consistent as messages change.
Selected end cards and format adaptations show how the visual system could carry different offers without losing recognition. The case study centers on the product demo and paid social work within the broader relaunch.
