Branding, Visual System, Creative Direction

Paze National Launch

Role: In-House Design Lead (Brand & B2B Marketing)
Launch Date: September 10, 2024
Collaborators: Lippincott (brand strategy), SPCSHP (consumer-facing creative)

Overview

Paze is a new online checkout solution backed by seven of the nation’s largest financial institutions. Operated by Early Warning (the company behind Zelle), Paze enables users to check out online quickly and securely—without sharing card details directly with merchants.

The product officially launched in September 2024 with a national rollout. While the consumer-facing brand was led by external agencies, I served as design lead for the B2B side of the launch—developing a cohesive visual system and integrated campaign to introduce the product to financial institutions, industry partners, and merchants.

The Challenge

The initial brand guidelines—created by Lippincott and expanded by SPCSHP—provided a strong consumer foundation, but lacked tools for effective B2B storytelling. My role was to bridge that gap by evolving the visual system, ensuring ADA compliance, and building flexible assets for digital and physical communication channels.

The B2B campaign needed to feel cohesive with the consumer brand while serving entirely different audiences: banks, partners, and institutional stakeholders looking for clarity, technical context, and trust.

My Role

Served as in-house design lead for Paze’s B2B launch strategy and visual identity system
Developed and implemented a full suite of campaign materials—from infographics and ebooks to long-form content and event assets
Audited and expanded brand guidelines to address accessibility gaps and practical design limitations
Partnered with B2B marketing, content strategists, and leadership to align creative execution with key business priorities

Creative Process & Solutions

Integrated Campaign System

Built a full library of B2B materials to support product education and sales enablement, including:

Ebooks and long-form PDFs housed in a new digital platform
Interactive infographics to clarify the Paze value proposition
Event graphics and print collateral for financial industry conferences

Brand Guideline Expansion

Identified gaps in contrast, accessibility, and visual clarity in the original brand
Developed an ADA-compliant color palette and updated documentation to improve usability
Created new visual treatments for content hierarchy, iconography, and layout standards

Graphic System Enhancements

Designed additional brand assets based on the letterforms in the “Paze” name to extend visual storytelling
Expanded the graphic language to offer more variety, flexibility, and clarity for B2B audiences

Expanding the Brand Guidelines

Through establishing the visual system for the B2B integrated campaign, I identified weaknesses in the overall brand style guide and developed updates, including an ADA compliant color palette.

Expanding the Visual System

Needing to add more "tools" to our tool-belts, I created additonal graphic assets for use in the visual system which map to the letters in the Paze name.