Brand identity — fintech — illustration — 3D — brand strategy — B2B marketing
In 2023, Payrails trusted me to grow all brand identity and marketing design assets from 0. This involved deep marketing strategic thinking and producing scalable design systems to aid the future expansion of the marketing team. Through the years, I have collaborated closely with c-level stakeholders, sales and marketing teams, product design and engineers to effectively visually communicate Payrails’ B2B SaaS Financial operating system.
Role
Senior Graphic Designer
Date
2023 - present
Brand Vision 1.0
Payrails needed a refreshed visual identity to stand out from current competitors — to be trustworthy, humble, simplistic, clean, informative, focused, human and hands-on. The identity had to be launched in conjunction with a new website on a strict timeline. Over time, brand recognition increased tenfold and website traffic drove higher quality leads. With all core marketing assets populated, there was finally a baseline for scalable marketing content production.
Illustration
Visualising complex processes doesn’t have to be difficult. Collaborating closely with product stakeholders and engineers at Payrails enhanced the production of illustrative designs for marketing platforms. We found that illustrative content enhanced engagement and allowed for sales teams to pitch complex payments processes easier during conversion processes. These illustrations were produced in Spline 3D and touched up in Photoshop/Figma.
Marketing assets
When I joined Payrails in 2023, we had no marketing assets and had to start from scratch. I was trusted to produce a scalable design system that could adapt to a growing marketing and design team. Over the course of the year, all marketing asset touch points were give baseline designs for quick population - this enabled us to begin content and design testing to see what designs drove engagement and conversions.
3D Exploration
In order to grasp a better understanding of Payrails’ product offerings, I spent some time researching how we could visualise something that isn’t a physical product. Here are some WIP iterations and notes - for this, I used Spline 3D software.
Results aren’t just in the aesthetics - how is the new brand performing?
We have seen a steady increase in our metrics since rebranding in June 2024. Payrails’ engagement metrics have doubled and our following on social media has increased dramatically.
The best part is, our data is showing that we are positioning ourselves into a market that is attracting our target audience.