Socure Rebrand

Architected dual brand explorations for identity verification disruptor Socure

problem

Socure was experiencing explosive growth—tripling its customer count in 2021, achieving 376% revenue growth from 2019 to 2022, and processing over 2.7 billion identity requests in 2024. Yet its visual identity had stagnated for over three years, no longer reflecting its stature as an innovation leader in the identity verification space. The company needed a brand refresh that would align its visual voice with its high-performance market position and the powerful theme of "Radical Accuracy in Identity."

solution

I developed two distinct brand directions, each comprising comprehensive visual systems that balanced credibility with empathy while emphasizing precision and trust through clean geometry, pinpoint detail, and layered data motifs. The approach included new iconography, photographic direction, color palettes, UI-style visualizations, and messaging support that articulated the "Radical Accuracy" theme across all touchpoints.

As creative strategist, I led the exploration of Socure's brand evolution, creating versatile visual systems that could support identity verification data and fraud analytics with clarity at both global enterprise dashboard and micro social media levels. Working across multiple disciplines, I developed photography direction that portrayed real people in real-world scenarios where identity matters, crafted social and digital activation mockups, and built presentation decks that demonstrated how each direction would scale across channels. Though neither direction was ultimately selected, both successfully reframed internal conversations around brand identity and continue to influence Socure's creative evolution.

Strategic Visual Systems: Created comprehensive brand architectures that worked across identity verification data and fraud analytics, ensuring clarity from enterprise dashboards to social media tiles.

Photography and Tone Direction: Developed visual approaches that balanced credibility with empathy, featuring real people in authentic scenarios where identity verification matters most.

Multi-Channel Scalability: Built interactive presentation systems that demonstrated how visual and verbal elements would perform across LinkedIn, Twitter, web components, and enterprise interfaces under the "Radical Accuracy" framework.

year

2024

timeframe

30+ days

tools

Figma, AI, Adobe Photoshop, Google Slides