After Honey was acquired I transferred to the PayPal organic social team as a hybrid creative. While there I lead the development of the social brand guidelines. I also had the opportunity to art direct a co-marketing shoot for PayPal’s partners.

ORGANIC SOCIAL

SOCIAL GUIDELINES

PayPal went through a brand refresh in 2024. I created guidelines specifically for organic social to expand on the new brand book.

Before

After

Typography

The new brand came with a custom font and limited guidelines on its usage. I explored different directions with the type to add a little bit more personality and fun.

UGC Style

Organic content is created on our phones. I leaned into this insight and used one of Instagram’s in-app fonts as a secondary font for the social guidelines. This style of type worked well for memes because of its user generated feel.

UX/UI

Keeping with the same insight as above, organic social content is also viewed through our phones. I took the everyday UX/UI of using a phone and put a PayPal twist on it. This was for brand consistency in our social feeds.

Texture

Shopping with PayPal is rewarding. To reflect that (pun intended) I used glittery and shiny textures.

PARTNER SHOOT

In 2024 my co-director Jiin Kim and I art directed the visuals for a partnership Campaign with Walmart, Ticketmaster, Lyft, McDonald's and Best Buy to promote a special one-time 20% cash back offer.

I developed a color system to use across all the partners, pulling one of PayPal’s three blues as the backdrop. The props would reflect the partner’s brand colors.

Best Buy

We went with a flat lay grid style for its flexibility across different marketing materials. Props could be easily clipped or rearranged into grids to accommodate different dimensions.

McDonald’s

A wide selection of props were chosen to both inspire shoppers with what they could purchase with the promotion and to represent the partner’s range of products.