Full Summery

​Brand refinement, visual systems, and product storytelling for a global fintech innovator in account to account payments.

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Who They Are

GoCardless is a fintech company that specializes in simplifying bank payments. They provide businesses with tools to collect recurring and one-off payments directly from customers’ bank accounts, offering an alternative to traditional card-based transactions. Operating globally, GoCardless integrates with various platforms to streamline payment processes for businesses of all sizes.

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The Problem

As GoCardless expanded its global reach and product offerings, the need for a cohesive brand identity became increasingly important. The existing visual and messaging frameworks were fragmented, leading to inconsistencies across platforms and touchpoints. This lack of alignment risked diluting the brand’s impact and could hinder user trust and engagement.

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My Role

I worked closely with the internal design and marketing teams to refine the GoCardless brand across visual systems, messaging, and product storytelling. My contributions focused on streamlining the visual identity, aligning design elements across touchpoints, and helping craft a messaging framework that clarified the company’s voice. I also worked to elevate the narrative around key products, making complex financial tools feel more human, accessible, and relevant.

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The Solution

We began with a comprehensive brand audit to identify inconsistencies and areas for improvement. From there, I contributed to the development of a refined visual system, including typography, color, and iconography updates. The messaging framework was rewritten to present a more unified voice that reflected the company’s values and spoke clearly to its customers. In parallel, I helped shape product narratives that translated technical offerings into clear value for users.

 

 

Why It Matters

The updated brand system brought greater cohesion and clarity to GoCardless across platforms and campaigns. A more consistent visual identity and clearer messaging helped reinforce trust, improve user understanding, and support the company’s expansion into new markets.

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Key Deliverables

Brand and Visual Design
• Refined visual identity system
• Updated typography, color, and iconography

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Messaging and Product Storytelling
• Unified brand messaging framework
• Product narratives and positioning guidance​