Rebranding the Dwolla Identity System

In 2018, I had the opportunity to rebrand Dwolla. Previously focused on P2P payments, the company shifted its business model to center around developing an ACH API based on banking infrastructure. This change in direction necessitated a refreshed brand identity.

My Process

Competitive Analysis & Research
Brainstorming / Early Ideation / Sketching
Exploration and Initial Mockups
Present Options to Stakeholders
Iterate on Feedback
Finalize

Brand Attributes

Key stakeholders collaborated to define specific keywords that would shape the organization's identity. These attributes represent the core characteristics of the brand's personality and would guide the tone and visual style of all future company communications.

Movement
Speed
Reliability
Network

The 3 Layers

The core function of Dwolla's API is to connect customers with the ACH Network, forming a system comprised of three layers. We decided that the logo should visually represent these three layers in some way.

Shape Exploration

Options Presented to Stakeholders

Concept A

This interpretive image shows the cohesion of the three layers and indicates movement in a strong, secure direction. The three layers represent the User Interface, Dwolla’s API and the ACH Network.

Concept B

This concept uses outward pointing arrows with a central point of connection representing the vast ACH network. The three triangles also reinforce the idea of the three layers as well as give a nod to the D in the word "Dwolla".

Concept C

This concept is a further exploration of the three layers introduced in Concept A. The layers of the icon intertwine in a pleasingly visual way where it is impossible to tell where one layer ends and the other begins.

Final Branding

The hexagonal shape and three layers were preserved in the background pattern and repeatedly featured across marketing materials to reinforce visual recognition.

In Application

The visual identity system has been implemented across various materials, such as social media profiles, stickers, badges, company presentations, Money 2020 booth graphics, and apparel, among others.

Final Results

The redesign was featured on the Brand New website, which is a division of UnderConsideration that covers and critiques corporate and brand identity projects. I was pleased to see that the feedback was generally positive, with most people voting "Great" or "Fine."

Brand Guidelines

Following the rebrand, I created brand guidelines and distributed them throughout the organization to ensure adherence to brand standards. This led to greater consistency and professionalism across all company assets and communications.