PayPal challenged us to showcase their new suite of industry-leading security features in a way that pushed the boundaries of their brand. The goal was to explore fresh, unexpected approaches while maintaining the familiar PayPal look and feel.
We started with an email-focused strategy, developing a flexible campaign toolkit that could expand across channels. This UI-centric approach allowed us to blend bold, visually-striking elements with PayPal's established identity, creating content that felt both novel and unmistakably on-brand. The impact was immediate and impressive, with cards added to the PayPal wallet increasing 25.3%, emails linked to package tracking rising 29.2%, and 75.5K new PayPal passkeys created as a result of the campaign.
Praised throughout the organization, this work directly influenced PayPal's interim brand refresh in 2024. By rethinking security in a visually arresting yet still familiar way, we were able to showcase PayPal's industry leadership while also future-proofing the brand for evolving consumer expectations around digital safety.
CLIENT
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PayPal
ROLE
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Strategy, Concept Development,
Art Direction, Design
