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Prosper Brand Refresh

Unifying and modernizing a 20-year old brand to align with the strategic product vision, driving customer preference for, and loyalty to the Prosper ecosystem.

Design Lead · 2024–2025

As Prosper’s strategy had evolved, so should its brand.

As Prosper’s strategy had evolved, so should its brand.

As Prosper’s strategy had evolved, so should its brand.

Our fast-growing fintech product portfolio was testing the resilience of the Prosper brand. Prosper had rapidly transitioned from a monoline lender to a full-service loan provider, offering multiple products in various lending categories.

Our fast-growing fintech product portfolio was testing the resilience of the Prosper brand. Prosper had rapidly transitioned from a monoline lender to a full-service loan provider, offering multiple products in various lending categories.

Challenge: modernize & unify a 20-year-old brand to align with strategic product vision

Challenge: modernize & unify a 20-year-old brand to align with strategic product vision

Challenge: modernize & unify a 20-year-old brand to align with strategic product vision

The opportunity in front of us was to ensure the brand strategies (promise, positioning, value propositions, etc) and tools (architecture, nomenclature, visual and verbal guides, etc) to ensure the Prosper brand remains a driver of growth and not an impediment to it.

The opportunity in front of us was to ensure the brand strategies (promise, positioning, value propositions, etc) and tools (architecture, nomenclature, visual and verbal guides, etc) to ensure the Prosper brand remains a driver of growth and not an impediment to it.

Old brand UX samples

Approach: cast the vision → layout the roadmap → unify the product UX

Approach: cast the vision → layout the roadmap → unify the product UX

Approach: cast the vision → layout the roadmap → unify the product UX

A 20-year-old brand spanning the enterprise didn’t get modernized all at once; it had to be a sequence of strategic decisions and alignment with the Prosper C-suite and board. The work began by establishing a clear creative vision for where the brand needed to go: defining the positioning, the visual language, and the story the brand needed to tell. Foundational research included focus groups, surveying and quick-read visual preference testing. Additional research included cardsorting, tree testing, usability testing for select UX. A phased roadmap enabled structure around sequencing identity, marketing, and product UI in a way that built momentum across teams. The final phase brought it all together, translating the new brand into a unified product experience that felt coherent whether a customer encountered it on prosper.com or the Prosper app.

A 20-year-old brand spanning the enterprise didn’t get modernized all at once; it had to be a sequence of strategic decisions and alignment with the Prosper C-suite and board. The work began by establishing a clear creative vision for where the brand needed to go: defining the positioning, the visual language, and the story the brand needed to tell. Foundational research included focus groups, surveying and quick-read visual preference testing. Additional research included cardsorting, tree testing, usability testing for select UX. A phased roadmap enabled structure around sequencing identity, marketing, and product UI in a way that built momentum across teams. The final phase brought it all together, translating the new brand into a unified product experience that felt coherent whether a customer encountered it on prosper.com or the Prosper app.

Logo

Logo

  • Color contrast: low, muted → high, vibrant

  • Casing: rigid → approachable

  • Inaccessible, mobile-illegible → accessible, mobile-legible

  • Traditional fintech vibe → modern digital platform

Color palette

Color palette

  • Chromatic → tonal

  • Unprofessional → trustworthy

  • Static → dimensional

  • Disorganized → systematic

Design system

Design system

  • Rigid → adaptable/scalable

  • ‘Look at me’ → ‘use me’

  • Diluted → semantically consistent

Content, AI writing and voice/tone guidelines

Content, AI writing and voice/tone guidelines

Cards ecosystem & vision

Cards ecosystem & vision

In tandem with brand decisions, UX drove:

  • Card personalization options

  • Vision-setting for the card product ecosystem

  • Long- and medium-term product roadmap decisions

Mobile app positioning

Mobile app positioning

Fragmented → grounded → unified

Fragmented → grounded → unified

Impact: end-to-end brand consistency across product experiences, fueling portfolio growth

Impact: end-to-end brand consistency across product experiences, fueling portfolio growth

Impact: end-to-end brand consistency across product experiences, fueling portfolio growth

While defining and measuring success of brand refresh efforts is a long-term investment and impact to brand equity will be ongoing, early signals are strong:

While defining and measuring success of brand refresh efforts is a long-term investment and impact to brand equity will be ongoing, early signals are strong:

  • Redesigned marketing site conversion: +240bps/+34bps in app-submit rates for loan/card products; ~+1.95MM in originations and ~+300 card apps/mo

  • Media & press engagement: +~60% engagement rate across social

  • NPS: +9.3% YoY 1 year post-rollout

  • CAC: cross-product dips 1 year post-brand refresh

  • Internal alignment: with a design system established, product and UX strategy is enabled to scale

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