PayPal

After two decades leading the digital payments space, PayPal was ready for a reset. The company was evolving with new leadership, new products, and new ambitions. There was a need to expand the brand beyond just transactions. The goal was to show up in a way that reflects PayPal’s full potential, not just as a payment button, but as a platform that empowers people and businesses to move and manage money with ease.

The work was grounded in a clear, energized brand purpose: to champion possibilities for everybody. A new set of principles helped guide the shift, rooted in access, momentum, and trust. Together, they laid the foundation for a brand that’s ready to grow with its customers, wherever they are.

Role
Research & Insights
Brand Architecture
Brand Strategy
 
Team
Carter Bird / Strategy 
Jess Watts / Strategy
Simon Chong / Design 
Andy Keating / Design
Zoe Lin / Design
John Choi / Motion


Studio
Gretel