Spend, Redesigned

Ramp treated brand and design as a first principle in a category that hadn't been redesigned in forty years.

That decision has compounded into the company you see now: a $32 billion valuation, a billion in annualized revenue, and a $300 million round led by Thrive Capital, with Goldman Sachs, Founders Fund, and Khosla Ventures.

Some creative decisions worth looking at:

As the product expanded, Ramp brought in Bakken & Bæck to build a modular grid internally nicknamed the "Bento box." It holds everything from abstract hero illustrations to dense product UI. One language across marketing and product, not two.

Red Antler, the Brooklyn agency behind Casper, Allbirds, and Bombas, designed Ramp's original identity. Their brief, in their own words, was to create "a new kind of status symbol, rooted in financial integrity and practicality." The card was meant to be something founders would be proud to throw down. In a category where every other corporate card is some shade of expensive metal, Ramp showed up in tennis-ball yellow.

They rebuilt the entire website in ~six weeks ahead of a major funding announcement. The site arrived as a designed object alongside the news, accelerating the moment instead of merely documenting it.

Ramp is bold without being loud. The neon-yellow appears only as a single saturated accent. Everything else is white space, considered typography, and product photography that looks like a Patagonia catalog. A brand that signals seriousness about money without performing seriousness about money.

Design is led by Diego Zaks (VP of Design, prev a senior designer at Studio Rodrigo) and Simon Corry (Senior Director, ex Antimetal), with a roster that has grown through both hires and acquisitions, including the team from Midday. Most fintech companies do not have a head of design. Ramp has had one since the early days.

Ramp inherited a forty-year-old category run by banks that had stopped designing decades ago.

They rebuilt every surface of it, the card, the app, the dashboard, the blog, the homepage, by hiring designers like engineers and partnering with three of the strongest studios in the world. They bet that a finance product could be a beautifully designed object.