Partnering with the UK-based agency Ragged Edge, I art directed the development of Imprint's initial brand and identity. In this iteration, Imprint's brand was largely focused on a direct-to-consumer feel and optimized for smaller, emerging partners. Over time, we've adjusted our brand to incorporate new learnings, and align with our focus on enterprise partners and their customers.

One of the challenges we've faced in developing Imprint's brand is conveying a sense of trust, while acknowledging that we are a three-year-old startup without the track record many of our competitors have. This is particularly crucial in the highly sensitive world of credit and finance.

As such, we've worked to maintain a visual language and positioning that is fresh and approachable, while implying a sense of legacy that can only come from experience.