Updating a Financial Brand
for today’s multi-platform needs

Client: Arbor Realty Trust/ArborCrowd

Arbor’s equity investment division, Arborcrowd, was in need of a brand update for a bolder, more modern look that worked better across a growing list of uses. The goal was to evolve the brand rather than rebuild, for trust and longevity is key to their current investors.

In addition to an updated brand, the redesign covered other major touch points like investment offerings, marketing website, client dashboard, email offers, and social media. The key was to develop a brand that scaled well from a typical webpage down to 15×15 pixel icons.

My roles in the project:

Strategy/concept, brand design, UX, UI, design/brand system


Before/After Analysis


Social Icons: before/after

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