This was a concept project for Payse, focused on creating a new logo and visual identity.
I explored how the brand could feel more clear, human, and digitally native. The process moved through three phases: exploring logo directions, refining key elements, and translating two concepts into full brandbooks. The goal wasn’t a final identity, but a strong, visual foundation for what Payse could become.
I started by sketching out a wide range of logo ideas from abstract icons to typographic marks. These early concepts helped explore tone and personality, giving visual options to react to. The focus was on feeling and direction, not perfection.
From the explorations, I selected two promising directions and began refining:
spacing, color palettes, type systems, and supporting visual elements. Each concept developed its own rhythm and logic, one more soft and human, the other more structured and clean.
I brought both concepts to life in two complete brandbooks, showing logo usage, color, type, and application examples. These books made the concepts tangible, and ready to grow into a full identity if chosen.
Where are you waiting for?
