Full Brand Identity Strategy for Paytensity
Full Brand Identity Strategy for Paytensity
A complete brand identity system for an early stage fintech startup, covering logo, typography and colour to give the brand a confident, trustworthy presence from launch.
A complete brand identity system for an early stage fintech startup, covering logo, typography and colour to give the brand a confident, trustworthy presence from launch.
The Problem
Paytensity was entering the hospitality space, where clients value warmth, heritage and personal service over flashy technology. A typical fintech look, sleek, cold and overtly technical, would have sat awkwardly next to established names in the sector. The brand needed an identity that felt rich and rooted in heritage, warm and grounded, modern without feeling techy, and timeless and confident enough to hold its own among more traditional hospitality names.
Paytensity was entering the hospitality space, where clients value warmth, heritage and personal service over flashy technology. A typical fintech look, sleek, cold and overtly technical, would have sat awkwardly next to established names in the sector. The brand needed an identity that felt rich and rooted in heritage, warm and grounded, modern without feeling techy, and timeless and confident enough to hold its own among more traditional hospitality names.
Paytensity was entering the hospitality space, where clients value warmth, heritage and personal service over flashy technology. A typical fintech look, sleek, cold and overtly technical, would have sat awkwardly next to established names in the sector. The brand needed an identity that felt rich and rooted in heritage, warm and grounded, modern without feeling techy, and timeless and confident enough to hold its own among more traditional hospitality names.
My Role
I wrote and coordinated the press release and accompanying LinkedIn content announcing Susan Doniz as new Chair alongside Sir Julian King and Reto Jauch as new Foundation Trustees, tailoring the tone and detail for each audience.
I wrote and coordinated the press release and accompanying LinkedIn content announcing Susan Doniz as new Chair alongside Sir Julian King and Reto Jauch as new Foundation Trustees, tailoring the tone and detail for each audience.
I wrote and coordinated the press release and accompanying LinkedIn content announcing Susan Doniz as new Chair alongside Sir Julian King and Reto Jauch as new Foundation Trustees, tailoring the tone and detail for each audience.
The Solution
The result is a cohesive identity system anchored by a simple, recognisable icon that works as a standalone app mark, paired with a clean wordmark for longer form contexts such as the website and marketing materials. The typography balances a geometric sans for headlines with a more neutral font for body text, and the colour palette leans on a deep, trustworthy primary tone with brighter accents reserved for calls to action.
The result is a cohesive identity system anchored by a simple, recognisable icon that works as a standalone app mark, paired with a clean wordmark for longer form contexts such as the website and marketing materials. The typography balances a geometric sans for headlines with a more neutral font for body text, and the colour palette leans on a deep, trustworthy primary tone with brighter accents reserved for calls to action.
The result is a cohesive identity system anchored by a simple, recognisable icon that works as a standalone app mark, paired with a clean wordmark for longer form contexts such as the website and marketing materials. The typography balances a geometric sans for headlines with a more neutral font for body text, and the colour palette leans on a deep, trustworthy primary tone with brighter accents reserved for calls to action.
Outcome
Paytensity launched with a brand identity that feels considered and consistent across every touchpoint, from its app icon to its investor facing materials, giving the business a strong foundation to build recognition as it grows.
Paytensity launched with a brand identity that feels considered and consistent across every touchpoint, from its app icon to its investor facing materials, giving the business a strong foundation to build recognition as it grows.
Paytensity launched with a brand identity that feels considered and consistent across every touchpoint, from its app icon to its investor facing materials, giving the business a strong foundation to build recognition as it grows.