PAYBYRD

The Situation

Paybyrd had a strong product and a growing merchant base, but its brand had not kept pace with the business. The identity looked and sounded like generic fintech, making it difficult to differentiate in an increasingly crowded category. With ambitions to scale across Europe, the challenge was to create a brand that could compete beyond startup perception and establish Paybyrd as a credible partner for larger merchants and financial institutions.

The Approach

I led the creative direction from strategy through execution, starting with positioning, voice and a clear articulation of what made Paybyrd different. The opportunity was not to compete on technology alone, but to own the relationship with the merchant. That became the foundation for the brand: performance, made personal.

The visual identity was built to work across every scale, from mobile app icon to trade stand. I directed the development of a custom logotype, a distinctive colour palette and a flexible visual system that balanced precision with momentum. The resulting toolkit gave the internal team a clear framework to extend the brand consistently across channels and markets.

The website was designed and built in parallel with the identity, allowing the brand idea and digital experience to develop as one system rather than as separate stages. I directed the creative approach across the interface, interaction and typography, with performance and clarity guiding every decision.

The Impact

The rebrand launched across all touchpoints in Q3 2023, giving Paybyrd a more credible position as it expanded into Europe's banking and enterprise merchant ecosystem. The new identity, supported by a brand compass and comprehensive guidelines, gave the internal team a scalable system they could manage and extend independently. The brand debuted publicly at Rock in Rio alongside established financial institutions, marking a visible shift in how Paybyrd presented itself to the market. The system has since supported the business through further European expansion and partner acquisition.