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

PayPal Organic

Social Guidelines

Before

After

Moodboard

Type

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

Typography

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

The direction given for the new guidelines was to make everything elevated, value forward and still feel like organic social content.

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.