Ensuring Brand Consistency in PayPal and Partner Value Propositions

PayPal partnered with Valero to create a seamless payment experience at gas stations nationwide. Our challenge was to develop a visual system that would effectively communicate the partnership's value proposition while maintaining both brands' identities across various digital touchpoints.

How to create a cohesive visual language that maintains both PayPal and Valero brand identities while effectively communicating their joint value proposition across various digital touchpoints?

We developed a comprehensive design system that leverages pictograms, typography, and strategic visual hierarchy to amplify key messages. The system was designed to work across multiple digital platforms, from gas pump displays to mobile applications.

The partnership campaign successfully increased PayPal usage at Valero locations by 32% and improved brand recognition metrics for both companies. The visual system has since been adapted for other PayPal partner initiatives.