Paddle
Paddle is the only all-in-one payments infrastructure platform that helps SaaS companies sell their product globally by removing all the invisible barriers that get in the way of selling software. No more spotty checkouts. No more headaches from complex tax compliance laws. So your SaaS company can grow effectively and efficiently.
Butchershop, in collaboration with the Paddle internal brand team, was challenged with creating a new Paddle brand strategy and identity that stood for more than payments infrastructure and shifted focus to helping customers grow their business.
Services: Brand Identity, Art Direction, Motion Design
Credits
Client: Paddle
Agency: Butchershop
CCO: Ben McNutt
CD: Daniel Irizarry
ACD: Dan Aguinaga (Copy)
Design: Adriana Cañedo, Daniel Irizarry, Hampton Dunlap, Kyle Harrison, Mariela Canaán
Strategy: Marnie Abraham, Sara Cobaugh
CM: Ashley Camps Botros, Priscila Anzures
Illustration: Paddle Brand Team
Video Production: Lasso
A key differentiator Paddle has from the competition is that it’s the only fully-integrated platform that can flex and fit to your SaaS company’s distinct vision of growth. This led to the main inspiration and tagline for the brand: Wherever your SaaS company is headed, whatever the path, whenever an opportunity presents itself, “Go there” with Paddle. A message that communicates that no matter what specific obstacles stand in your way, Paddle can help you overcome them. So your business can achieve its full potential.
The symbol in the logo was inspired by the North Star, a symbol of navigation that guides you and your company along your journey. The star in the wordmark is made of perfect circular geometry that is translated into the letterforms of the wordmark for consistency.
The wider identity explores the themes of travel into the unknown and the unique places Paddle can take your business. Our graphics feature maps and badges, the symbols of terrain and a voyage completed to a new destination. The illustration style references 80’s science fiction taking abstract and metaphorical places and visualizes them in an engaging way.
Illustration was executed by Paddle based on the brand delivered by Butchershop.
Illustration was executed by Paddle based on the brand delivered by Butchershop.
Illustration was executed by Paddle based on the brand delivered by Butchershop.
Illustration was executed by Paddle based on the brand delivered by Butchershop.
Illustration was executed by Paddle based on the brand delivered by Butchershop.
Illustration was executed by Paddle based on the brand delivered by Butchershop.
Illustration was executed by Paddle based on the brand delivered by Butchershop.
Illustration was executed by Paddle based on the brand delivered by Butchershop.
Illustration was executed by Paddle based on the brand delivered by Butchershop.
Illustration was executed by Paddle based on the brand delivered by Butchershop.
Illustration was executed by Paddle based on the brand delivered by Butchershop.
Website was executed by Paddle based on the brand delivered by Butchershop.
Illustration was executed by Paddle based on the brand delivered by Butchershop.
Video was executed by Paddle and Lasso based on the brand delivered by Butchershop.