8am

From Payments Company to Platform for Professional Potential

8am is a professional business technology company (formerly known as AffiniPay) that offers a unified software and fintech platform designed to help professional services firms run more efficiently—especially legal, accounting, and other client-focused businesses.

I led the creative direction and design for the full rebrand of 8am and the creation of a comprehensive design system spanning all products, audiences, and touchpoints.

This work established a new identity, a shared design language, and a scalable foundation for the company’s next chapter.

The Challenge

AffiniPay had grown through multiple products, acquisitions, and audiences—but its brand and design ecosystem no longer reflected the scope or ambition of the company.

The critical challenges were:

• Reposition the company beyond payments into a modern professional platform
• Unify a fragmented product suite under a single, credible brand
• Design for scale, ensuring consistency across current and future products
• All within the aggressive timeline of less than nine months

This wasn’t just a visual refresh—it required redefining how the company showed up across product, marketing, and culture.

The Solution

I led the rebrand from strategy through execution, aligning brand, product, and system design into one cohesive vision.

The Outcome

The rebrand unified the company under a clear, modern identity—positioning 8am as a platform built for professional momentum, not just transactions. Together, the work helped transform how the company was perceived—internally and externally—marking a clear shift from what the company was to what it was becoming.