SoFi

Experiential systems for a new financial brand

SoFi
Multiple Locations · 2018–2020 (approx. — adjust if you want exact years)

MODA Role

Experiential Creative Direction · Spatial Systems · Brand Environment Design
(Authorship established while serving in an in-house creative leadership role)

Context

As SoFi evolved from a fintech startup into a national financial brand, the company required experiential environments that could translate a digital-first platform into physical space.

The challenge was not to create spectacle, but to express trust, clarity, and accessibility—values not traditionally associated with financial institutions—across events, brand environments, and large-scale activations.

Scope & Contribution

MODA led experiential creative direction across a range of SoFi initiatives, shaping how the brand manifested physically in public-facing environments.

The work focused on:

Developing scalable experiential systems aligned with SoFi’s evolving brand identity
Designing environments that prioritized clarity, openness, and approachability
Translating complex financial services into legible, human-centered experiences
Creating modular design frameworks adaptable across locations and formats

Rather than one-off installations, the emphasis was on repeatable systems—allowing SoFi to maintain consistency while adapting to different contexts.

Design Intent

The design approach emphasized restraint and coherence over visual noise.

By avoiding traditional finance tropes and overly promotional tactics, the environments positioned SoFi as transparent, contemporary, and user-focused—reinforcing trust through design rather than messaging.

Outcome

The experiential work supported SoFi’s growth during a critical period of brand expansion, providing a consistent physical language that complemented its digital platform.

These environments helped establish SoFi’s presence in cultural, athletic, and consumer-facing contexts—bridging the gap between fintech innovation and real-world engagement.

Attribution

This work was developed while serving as Experiential Creative Director at SoFi. MODA’s role reflects creative leadership and experiential authorship within an in-house context.