Payzella it forward
A crowdfunding rebrand short story
Ever been in charge of whip round? They always start quite simply. An envelope with some names on it. Full of coins, a vague idea of the gift and a last minute struggle to pull it all together, falling short of the target at the final hurdle. The result: a scrappy pool of cash as crudely manhandled as the last knockings of a wedding buffet table, exchanged for some rushed nicknack tied to a gift receipt. Horrible.
So let us introduce you to a fantastic product to make these types of scenarios crumble to dust before your delighted eyes: Payzella. Wonderful!
Launched in early 2015, Payzella is an online crowdfunding product which enables users to collect money from anyone, anywhere, to fund a purchase. Whether it’s a fresh pair of kicks for Jack’s 21st birthday or a collection to help upgrade Rita’s lost cat shelter. And we were fortunate enough to be tasked in creating its new brand identity.
Initially launched as ‘Fundible’, we were first asked to look at the name. To create a noun worthy of a product which asks users to trust their funds with them, but also to trust that they’re no stuffy high street bank either – rather they’re a social, friendly, online service who want to help groups work together to fund good things.
CUT TO: Research montage set to Canned Heat’s ‘Let’s Work Together’. Words such as ‘trustworthy’ ‘friendly’ and ‘simple’ are intercut with block colours, people with beards and glasses laughing and hands frantically scribbling ‘thought clouds’ in tastefully lit rooms.
With a brand name in place, the design phase opened with typographic experimentation. The rationale was that ‘Payzella’ – the word – would become the wordmark itself, so it was imperative to find a typeface or type treatment which spoke the language of the product’s offering without blinking; the tone it projects, how it speaks to and makes the consumer feel. Dealing within the arena of online monetary transactions and consumer trust, we avoided cracking open a fresh tin of Comic Sans.
Further experimentation led us to create a brand mark to work alongside the Payzella wordmark. We needed something born from it but independently identifiable as a brand logo by itself.
We looked at the four natural shapes that emerged from the Payzella logo – the ‘counters’ of the ’P’, ‘a’ and ‘e’.
Alone they’re pleasing shapes but when they come together, the word ‘Payzella’ becomes possible – perfectly representing the brands mission. This we used as the core idea of creating something which could work alongside the word or as a standalone device.
Additional research. More play. A few iterations later. And BOOM!
Glib blog entry delivery aside, it’s a piece of work we’re really proud of, turned around in a time that would make a Nike shoemaker sweat, teamed with a client who was the Han Solo to our Chewbacca. Except with less mercenary smuggling and body hair.