R3 Score is a US-based data-driven SaaS platform reshaping criminal background and credit checks by offering contextualized insights that go beyond legacy models. Backed by a proprietary algorithm and designed to unlock fairer access to employment, housing, and financial opportunities, R3 Score serves a historically marginalized segment: the 70+ million Americans living with an arrest or conviction record. As it transitioned into a public company and prepared for wider adoption, R3 Score needed a bold yet credible visual identity that reflected its leadership in social innovation, established trust with enterprise clients, and aligned with the expectations of financial and government sectors.

Discovery

Through industry research, competitive audits, and leadership interviews, we uncovered a multidimensional audience: socially conscious corporations, risk-sensitive lenders, impact-driven government agencies, and mission-aligned nonprofits. Each valued a different facet of R3 Score’s offering—risk management, compliance, equity, and innovation. Behavioral insight revealed that enterprise buyers prioritized FCRA compliance and data transparency, while government and CDFIs responded to tools that showed measurable social impact. Simultaneously, fintech stakeholders needed to trust R3 Score’s platform as scalable, secure, and forward-thinking—traits often under-communicated in social impact ventures.

Challenge

The visual identity needed to express R3 Score’s unique duality: social justice innovation and enterprise-grade data science. It had to communicate credibility to institutions, inspire confidence in investors, and reflect a clear, equitable alternative to traditional background checks—without defaulting to cliché or stigma. The core challenge was crafting a brand system that aligned with enterprise needs for trust and compliance, while also championing a more human-centered, progressive approach to consumer evaluation.

Ideation

We grounded our ideation in four strategic brand values: Equity, Innovation, Trust, and Clarity. A modular, geometric design system signaled structure and data integrity, appealing to enterprise buyers and fintech stakeholders alike. A modern, approachable color palette—including a blend of navy (for institutional trust) and vibrant teal (symbolizing opportunity and transformation)—addressed both the corporate and mission-driven dimensions. Typography choices leaned toward humanist sans-serifs, balancing professional tone with accessibility. Every element was pressure-tested against stakeholder needs and behavioral drivers—from compliance demands to social impact metrics.

Concept Development

Design exploration focused on visual balance between institutional credibility and transformative potential. The final concept centered on a minimal geometric abstract leaf to symbolize hope and a “turning a new leaf” moment for individuals with records—and the power of second chances—paired with a customized logotype rooted in humanism and geometric precision. The identity system expanded into brand color systems and visual language that supported both technical content (assessment scores, compliance reports) and human narratives (reentry success stories, founder ethos). Collaborating closely with R3 Score’s executive team ensured each iteration aligned with both the brand strategy and end-user expectations.

Execution & Results

The refined identity launched in tandem with R3 Score’s pilot with Baltimore Development Corporation and its public market debut. Visual storytelling assets were deployed across investor decks, enterprise sales collateral, and partner portals. The identity provided clarity and cohesion with R3 Score’s product offering “R3 Signature Reports”—while aligning with institutional standards. The flexible system also allows for easy extension into future products and communications as the company scales into new sectors. Government partners cited the new visual system as “confidence-building,” and early enterprise feedback noted improved comprehension of R3 Score’s dual value proposition: business intelligence and social impact. The visual brand’s new clarity helped accelerate adoption with CDFIs, fintech partners, and public agencies alike.

From the Founders

“It was an easy and enjoyable process working with Michelle! Michelle was responsive and knowledgeable. She has a sharp eye for design and is very thorough. Having such a robust intake process allowed us to trust that we were in good hands. It was a seamless process and could not have been happier with the final product.”
— R3 Score Founders

The Future

As R3 Score expands beyond lending and real estate into hiring and licensing, its visual identity system is built to scale across industries and touch points. With a mission to modernize legacy risk models and a platform designed to support equitable access to economic opportunity, R3 Score is positioned for national influence. The brand now visually reflects its role as both a data company and a justice innovator—capable of helping organizations make smarter, fairer decisions in an increasingly complex world.