Client: PayPal

Brand Messaging Guidelines + Creative Direction

MERCHANT ACQUISITION MESSAGING FRAMEWORK

Background: Our client gained three new sub-audiences, for a total of 4, which affected our messaging accordingly.

The Problem: Briefs received were half-baked. Info was sparse and many stakeholders weren’t on the same page, so many unnecessary rounds were needed due to misalignment.

Objective: Develop a brand messaging framework and audience segmentation document to present it to clients at a two-day workshop to help establish better ways of working.

The Process:
Part 1: Use past briefs and supporting docs to fill out available information for each audience
Part 2: At the workshop, share findings with clients.
Part 3: Update based on client feedback and agreement. Document will be used for all briefs moving forward and linked within briefs.

GTM cREATIVE gUIDELINES

Background: In 2023, PayPal created a Go-To Market squad, which meant several all-new guidelines and toolkits were needed to establish creative and messaging for PayPal’s advanced features.

The Problem: It was the Wild West, to put it kindly. Constantly changing briefs, goalposts, and client objectives meant that we were often felt like we were building the plane as we were flying.

Objective: Create brand messaging guidelines audience for immediate implementation across assets

The Process: Between Figma and Google Workspace, I worked with art directors, a junior writer, and account people and developed a high volume of work in very little time, until we ended up with various toolkits, guidelines, manifestos, and work samples.

Although I was embedded in primarily Merchant-focused teams, I was glad for this opportunity to sit in on and help out with Consumer work as well. Developing higher-level creative guidelines was an extremely rewarding experience that helped move me beyond day-to-day creative production.