Find a voice in a busy space for a product that actually stands alone.
Paypa Plane is a SAAS company with a Product called a Smart Payment Agreement™️ at its core. Smart Payment Agreements (SPA’s) have the power to modernise the global recurring payments space with greater control for all parties, visibility and data.
This was a brand I was involved in from day one including logo conception and brand development. In 2023 it got a long overdue refresh which is what I’ll be focussing on.
As a startup existing at the crossroads of finance and technology there’s a lot of rational concern by all parties about security, data, trust and the associated systems.
Considerable thought needed to be applied to how the brand positioned itself in such a space.
To Innovative/Adventurous, we may alienate and scare away customers and investment.
To samesy or cautious, we may fail to get across our key messaging and melt into the crowd.
The International FINTECH space is continuing to boom. The Paypa Plane product lead the move into the recurring payments space so the brand deserved to stand alone in its own right.
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The Payments and Banking spaces are filled with bug budget teams creating a high end, competitive space. These big budget companies were the target of our messaging. The brand messaging was in a state of constant evolution.
Lean into the line. Let it breath. Paypa Plane’s logo is line-based so the brand is tied together with line-based artwork and text styles. White space is our friend. With constant reassurance to the C-Suite needed and examples shared we could allow the boldness of the blues breath with some generous white space moments.
The original ‘tile’ came from a sketch my then 7 y/o did off the back of my doodlings. A 2023 re-work helped bring presence, style and consistency of line wieght to things.
The logo 'tile' is a clean and consistently weighted Art Deco-esque line that lends itself to being used throughout.
A key component of the refreshed brand with the use of contour or topographic lines. Often a small paper plane will be shown flying over these lines metaphorically elevating the brand. This paper plane is an extraction from the tile itself.
The colour pallet was built off the foundation of the Primary blue. This blue was used in place of a black/grey in nearly all facets including text which brings a richness and consistency to the brands copy.
From the the use of vibrant but earthy colours bring the required trust and high end feel to required from a payments/banking solution.
A couple of assets generated for the brand.
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