How do you launch a bank for a small business community who are more comfortable talking customer strategy than cashflow?

PayRay is a new breed of bank whose mission is to help small businesses reach their potential. They provide financial solutions that give growing companies immediate access to working capital so they can keep their focus on future growth. Their purpose is simple to understand, but their solutions aren’t instantly familiar to small business owners.

We developed a playful, flexible brand identity that looks like a peer to small businesses, not the typical barrier-like appearance of a bank. Illustration-driven, with a bright palette and a reassuring tone, the identity was executed across the website and the entire customer journey.