Affirm has evolved from a startup in a competitive market into a fintech leader, garnering significant industry awareness and high usage during key moments such as Black Friday and Cyber Monday. A recent move to create a brand platform and revamp the company’s brand identity has been instrumental in this journey. The catalyst for the change stemmed from outgrowing elements of its previous brand iteration as well as wanting to inspire even more employees, merchant partners, and consumers to become dedicated brand advocates and loyalists. The company’s emotive, expressive new brand platform and identity does just that. This effort has resulted in increased web traffic and unaided awareness for Affirm.