PayPal wanted to inspire small and medium businesses to rethink what’s possible with their brand and services. The challenge was to move beyond a traditional set of static brand guidelines and instead create something that felt alive, inspiring, and relevant to business owners navigating growth and opportunity.
Our goal was to build a creative platform that not only defined how PayPal should look and sound but also acted as a source of inspiration — helping internal teams, partners, and business owners see PayPal as a brand that empowers entrepreneurs to reach their full potential.
We developed a creative platform that went beyond rules and guidelines, showcasing how PayPal could engage with its audience in fresh, human, and meaningful ways.
We designed the platform to demonstrate not just visual identity, but brand behavior how PayPal should appear, sound, and act in the world.
Positioned the platform as a living toolkit: a resource that teams could draw on for daily inspiration, ensuring the brand felt consistent yet flexible, relevant, and engaging.
Anchored the messaging in the idea that PayPal isn’t just a payments provider, but a partner in possibility for small and medium business owners.
We focused on developing more than just a set of guidelines and showcase how PayPal was there to help the business owners to reach their full potential.
The creative platform was one of our most important tools for achieving this.
It demonstrates how we want to appear and behave in the world. It describes what we’re about and how we can bring our brand to life for our target audience.
It’s more than a set of guidelines. It’s a source of inspiration for ourselves and the people we want reach.
Rethink manifesto
creative Assets selection
Delivered one of the most important brand tools for PayPal’s evolution: a creative platform that inspires action rather than prescribes rules.
Enabled teams across the organization to consistently bring the brand to life with confidence and creativity.
Strengthened PayPal’s positioning as a trusted partner for SMBs, making the brand more relevant, human, and engaging in the eyes of both internal stakeholders and external audiences.
Art direction: Ida Serden, Poettier Vazquez
Copywriter: David Grenfell
Motion design: Poettier Vazquez
Production Manager: Grace Ablorh