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
As Creative Design Lead for the B2B side of the Paze launch, I helped shape how this new digital wallet brand came to life for its business partners—spanning financial institutions, merchants, and internal stakeholders. While our agency partner (SPCSHP) led consumer storytelling and top-line brand development, I focused on refining the visual identity across enterprise channels, ensuring consistency and clarity through long-form content, digital assets, and partner-facing web experiences.
I also supported the customer education arm of the launch by contributing to an animated video campaign, drawing on past experience from Zelle’s “Pay It Safe” initiative. My work helped ensure the Paze brand was cohesive, compelling, and scalable at launch—supporting both user understanding and partner adoption.
Role & Collaboration
As Creative Design Lead for the B2B workstream, I collaborated closely with product owners, marketers, and engineering leads to bring the Paze brand to life across internal platforms and enterprise partner touchpoints. I led the design and execution of long-form content, web assets, and a responsive B2B website experience—translating early visual concepts into a functional, scalable system.While our agency (SPCSHP) focused on the consumer-facing campaign, I served as a key internal steward of the brand, identifying gaps, evolving the visual identity for digital environments, and aligning creative execution to both enterprise goals and user needs. I also supported the customer education launch campaign by contributing to storyboards and art direction for a series of animated videos.This was a highly collaborative process that required close coordination across departments and disciplines, with tight timelines and the added complexity of a product still in development. I worked alongside a front-end developers, back-end developers, and senior designers, while also sourcing, and directing, additional assets as needed to meet our content goals.
Creative Brief / Strategy
The strategic challenge for Paze was to introduce a brand-new digital wallet—backed by the country’s largest financial institutions—in a way that felt both trustworthy and exciting. While the consumer campaign focused on the emotional “joy of shopping,” our B2B efforts needed to clearly communicate the platform’s value, ease of integration, and long-term potential to enterprise partners.
Our primary audience was decision-makers at financial institutions and merchant partners—many of whom were already invested in digital transformation but wary of adopting yet another solution. We needed to establish credibility quickly, differentiate Paze from other digital wallets, and instill confidence in the partnership model.
From a design standpoint, this meant developing clean, clear, and confident visual narratives. The B2B experience had to echo the joy and simplicity of the consumer brand while grounding it in real product benefits. Every touchpoint—from gated sales content to explainer videos—was designed to be both beautiful and highly functional.
Results & Impact
Paze launched in September 2024 with major national and regional financial institution support, positioning itself as a new standard in secure digital commerce. Our B2B assets were deployed across stakeholder portals, onboarding kits, and sales enablement tools—reaching thousands of merchant partners and credit union leaders.
The educational video series proved especially effective in clarifying Paze’s value proposition, contributing to strong early interest and integration discussions. The cohesive, polished brand experience helped reinforce credibility during a high-stakes rollout and laid the foundation for long-term growth across partner ecosystems.
Final Takeaway
Designing for a product still in flux required flexibility, foresight, and a deep understanding of both user needs and enterprise constraints. By championing brand clarity and cross-functional collaboration, I helped ensure Paze’s B2B presence launched as confidently as the consumer campaign—bridging vision and execution, and establishing a scalable foundation for what comes next.
