We partnered with the creative agency Whiteboard to support the rebrand of Paytient, a healthcare payments company scaling rapidly through its Series B raise. While Paytient’s original brand conveyed innovation, it lacked the emotional resonance needed to connect with employees, HR leaders, and everyday consumers. As Paytient scaled during its Series B phase, their tech-forward aesthetic lacked emotional resonance with key audiences—employees, HR leaders, and everyday consumers. We joined a nimble team to evolve the brand identity in just five weeks, bringing humanity to the forefront without losing FinTech credibility.
Working as part of a nimble cross- functional team, we helped evolve the brand in just five weeks—balancing FinTech credibility with a more human visual language. The updated system introduced hand-drawn illustrations, a warmer color palette, and photography grounded in real moments of relief and agency. Our work softened the visual language, introduced a hand-drawn illustration system, and established a photography style rooted in real moments of relief and joy. The result: a more trustworthy, emotionally engaging brand ready for continued growth and employer adoption.
