SlimPay branding


As the unique in-house designer at SlimPay, I've proposed to completely rebrand the company in june 2017. This rebrand was necessary for a bundle of reasons. First of all, during the last year, products of SlimPay have had major evolutions in terms of features and core development. The initial input came from prospects and sales team who clearly explained that our website and print materials doesn't reflect anymore our solution. The other reason is the state of the brand I've crafted in hurry the previous year. At that time, there were 3 different logos, no consistent and established guidelines, no official templates for external documentation...

Step 1: defining the scope

As an employee for more than a year, I've had enough time to clearly understand the market, our market positionning, the profile of our customers, partners and competitors, and the way they interact with us and the way the perceive SlimPay. In parallel, I've had the same experience with internal teams. After several interviews with managers, several terms came regularly concerning our brand : 'austere', 'old-fashioned', 'not impacting' - Impressions I share! Concerning the materials and the website, we totally changed the way we pitch our products. Besides design, I've worked in association with Product Owners, Product Marketing, Digital Manager, etc to create a new sitemap for the website, new headlines, etc.

Step 2: Dusting the brand

My first task was to rejuvenate our identity, and the major lever is the color palette. My thoughts was simply to brighten this one and introduce a secondary color palette based on shades.

Step 3: Iconset

The market in which SlimPay evolves is based on concepts and abstract elements. The iconset is therefore an key tool to explain these concepts to prospects and/or customers. I choose to use duotone icons to give them an approachable aspect to popularize intricated concepts.

Step 4: the corporate website

The website was a key element of this rebranding. SlimPay generates about 20000 unique visitors a month, and the website is a real lead-generator tool. Therefore, there were many iterations before arriving to a final version that fits to each teams of the company. The complete sitemap has been rethinked to really stick to the state and features of our products, with a better UX than the previous website. On the homepage, an animation is here to directly showcase a product by announcing all the wide range of possibilities it offers, and also create a touchpoint element to capture the attention of the user.

Step 5: Collaterals

Like all the online content (social feeds, website, pardot landing pages...), I've reworked and adaptated all the print content we already possessed. In parallel, I created many new Google templates (corporate, product oriented...) in several languages.

Step 6: SlimPay's Hub

Finally, to allow every employee to access to the brand and guidelines elements, I've developped a platform only reachable with a SlimPay Gmail account. SlimPay's Hub contains all the rules, elements, but also downloadable packs (fonts, color palette, background imagery...) and Google templates. I took advantage of this platform to host the Subscription Lab™ guidelines, and a product design section is the next step.


I still don't know if this rebrand is a real rebrand or a big refinement. We still use the same logo and the same range of colors (even if they are lighter), but the perception of SlimPay's brand has changed, notably among internal teams. Moreover, as a start-up working in a financial universe, we really need to have a dynamic look to stand out from the crowd. I really would have gone further with a new logo, more in accordiance with the whole brand, but the board team was chilly to go this step further.

Thanks for reading!

Wanna talk?

©2020 Designed and developped by Jérôme Benoit. All rights reserved