Paladar Studio

Student loan debt is the single greatest financial burden for Americans today. Starting a family, buying a home, or taking out a new business loan is overwhelming or impossible with tens or hundreds of thousands of dollars of lingering debt.

That’s where Payitoff comes in: their technology automates every aspect of student loan management for fintechs, workplace providers, and financial institutions so that borrowers can get on a swifter path to financial freedom.

We kicked off research and workshops with their team and rallied around a new vision statement, newly articulated values, and four key brand attributes. The team wanted a brand that felt trustworthy, second-to-none, charismatic, and audacious.

The brand is designed around 6 core elements: a celebratory logo, sturdy type, bold color, delightful illustrations, energizing patterns, and a foundational grid system.

Illustrations act as a small touchpoint or surprise element within the Payitoff brand, adding a sense of playfulness and joy alongside the impactful messaging. They can sometimes be used as celebratory punctuation at the end of a phrase.

The grid system is the foundation; every layout uses a modular system to divide content.

We wanted Payitoff to feel like a catalyst for a healthier financial ecosystem. The use of patterns helps visualize a path to financial success and better borrower outcomes.