Brand and Campaign VisID
Paze
Introducing online checkout from banks and credit unions.
Paze is a new online express checkout solution from Early Warning Systems (EWS), who were previously known for the creation of Zelle (a bank offered peer-to-peer payment tool). Through the success of Zelle, EWS partnered with eight of the major U.S. banks to create Paze. In doing so, Paze offers online shoppers all the same express checkout benefits as Google Pay, PayPal and Apple Pay, but with the additional support of banks and credit unions and the added security and convenience that comes with them.
As a true start up, not only was the work focused on establishing an engaging and beautifully designed new brand, but also clarifying what Paze is, and what it is used for. This meant that a large portion of the strategy and creative approach leaned hard into telling relatable human stories about the convenience of Paze and online checkout that is built for how you shop.
Simultaneously, the brand identity and design approach focused on clearly showcasing what Paze is not. Not a credit card, not an in-store payment solution, and not an app. Using the visual vernacular of online shopping through depictions of e-commerce iconography, elements of user interface and playful animations, a distinctive look for Paze was established across a range of applications.
In collaboration with Lippincott and Linotype a custom typeface was created featuring a unique lowercase “z”. Letterforms and their terminals were designed with a 45-degree angle, mirroring the “z” within the Paze logo.
The Paze logo (designed by Lippincott) is brought to life through the angular “z”. Bringing forth notions of approachability, action and ease of use.
The rich color palette provides vibrancy and energy to the Paze brand while complimenting the diversity color utilized within partnering banks, credit unions and online merchants.
Iconography focuses on the visual language of e-commerce UI. Simplified for versatility and demonstrating key moments within the checkout experience. The system combines rounded corners with sharp edges and open gaps.
A simplified experience
Streamlining UI examples through a marketing lens helped to highlight key moments within the checkout experience. This ensured that unique selling points and reasons to believe were communicated with a sense of ease, simplicity and clarity.
Paze is built for how you want/ need to shop-with less hassle and more confidence. Worlds were built that online shoppers can authentically see themselves in, all-the-while remaining open to imagination and possibilities.
Hands with devices and holding objects of desire introduce a more human touch to hard working Paze UI demonstrations and online purchase examples.
Stylized tabletop photography helped to tell stories around specific types of merchant opportunities and online shopping activities.
Over-the-shoulder moments helped to demonstrate real-life, situational shopping. This also provides context for how Paze is used and relaxed, stress free, online checkout.
An adaptive system
Visual thematics of credit card shapes and the 45 degree angle found within the Paze logo were utilized to create an own-able and adaptive system of layouts.
Ready for launch
Younger generations are bound to adopt new technologies faster than others. To introduce Paze to the world and reach millennial shoppers who may be less likely to change old habits, a series of vignettes were captured with whimsical, relatable scenarios that they could see themselves in.
My role & contribution
From the initial client pitch, to the launch of Paze and beyond – my role within the team was focused around establishing the foundational design thinking and approach for the both the brand and individual creative campaigns. This took various forms of collaborating with client stakeholders, the design team at Paze, partnering with other agencies, and empowering my own internal team to create with guidance and clarity.
Design
Cory Galster - GDD
Cole Spiess - ADD
Harry Garcia - EDD
Sydney Tomer - Designer
Anna Kim - Designer
Creative
Mike Lee - GCD
Bradford Gilmore - CD
Ingrid Wu - Art
Lauren Jones - Copy
Production
Kristopher Kowel - VP, Production
Jessi Aylward - Exec. Producer
Erika Tribble - Sr. Producer
Account
Jordan Middendorf - VP, Account
Kevin Romero - Account Supper
Brand Strategy
Alessandra Pinho - VP, Strat
Ben Trinh - Strategy