LendingTree Rebrand

The LendingTree rebrand was one of the most visible and consequential creative projects in the company's history — a ground-up rethinking of how the brand presents itself to the world. I was part of the core design team that took on the work, contributing directly to the logo design process alongside a small group of collaborators. That work included exploring the evolution of the leaf, typography direction, and testing concepts through consumer research before landing on the direction that became the brand identity you see today.