Signifyd is a FinTech brand out of Silicon Valley that approached me to lead their rebranding effort during a capabilities repositioning focusing from B2B to B2C in consumer-friendly e-commerce fraud protection. The design exploration initiated with a series of mood boards and logo studies with a competitive analysis in the industry to look at design trends waning and emerging. The objective with the logo redesign was to convey the digital brand’s personality in the new decade, with a sense of timelessness and ownable design panache. In addition to the logotype, I utilized the letter G to become an iconic stand-alone supergraphic that can be identified as a brand mark within campaign executions–and an appeal with a trademark smile.