OnDeck Corporate Refresh

Branding/Identity

OnDeck, a small business lending company, has been around for over 10 years and was in dire need of some TLC both on the front and back end. Our team pitched a refresh with a modern take on OnDeck to increase brand awareness and stay up to date in the UI/UX space. To tackle this, I dove into competitor research on design systems and explored ways to modernize OnDeck's look. I introduced new secondary colors, design elements, photography styling, and updated the iconography. Now, we have an entire brand library that my team and I can pull from to make quick design updates. It was a great accomplishment to see the refreshed and cohesive brand come to life.

Competitive Analysis & Brand Amplification

After conducting extensive research on OnDeck's top competitors — as well as diving into brand and UX trends — I identified key elements to consider for elevating the brand. I analyzed the flow of each homepage, both above and below the fold, paying close attention to how brands guide the eye using imagery, even when relying on stock photos. I also explored how iconography was used—often minimally, but with intentional color choices to add emphasis and vibrancy.

The question became: How could I amplify OnDeck while still staying true to its brand? My answer was to build upon its existing foundation — enhancing, not reinventing, to create a more engaging and current experience.

Refining Identity Through Simple Forms

With a rebrand, some elements remain unchanged — and that’s okay. In tech-lending, the visual space can feel limited, but it also offers a blank slate. After exploring multiple directions, I began analyzing the OnDeck wordmark, pulling out simple circles from its letterforms to better understand its structure. That exploration led me to focus on the power of basic shapes — leaning into simplicity to keep the brand feeling both approachable and credible.

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