Product and landing concept for a fintech solution — electronic payroll for everyone.
- Product Design
- Web Design
01 · Context
Payroll, rethought around human relationships.
Building a digital identity and product from scratch, rooted in one core dimension — human relationships.
Epaye — the electronic payroll for all — positions itself as the ideal entry point to start dematerialisation in a company, simplifying and automating all steps of pay between employer and employee.
The design question:
Anchor the brand in the relationship the product is really about — between employer and employee — rather than in trust or adoption tropes the whole sector already uses.
How do we make payroll tech feel approachable and trustworthy to non-technical decision-makers?
02 · Key decisions
Decisions that made payroll feel human, not clinical.
One core dimension — human relationships
Brand dimension anchored in the interaction the product is really about.
Defined the brand around one core dimension: the complexity and beauty of human interactions in payroll. Every later decision could be tested against that anchor.
Digital identity and product concept
Product and landing concept visualising human relationships.
Product and landing concept that visualises human relationships — a brand and digital identity built from this foundation, rather than from a generic fintech template.
03 · In practice
The decision that owned a differentiator no competitor held.
Design rationale
Brand rooted in human relationships — not trust or adoption alone.
Needed a brand identity for a fintech payroll product that stands out in a conservative sector.
Every competitor leads with trust, security, or ease of adoption. The visual language is interchangeable.
Payroll is fundamentally about the relationship between employer and employee — the human dimension is the differentiator.
Built the brand and visual language on human relationships — making the abstract tangible through a distinctive identity.
A deliberate bet on standing out over blending in. The identity rests on something no competitor owns.
04 · Implementation
Design concept across product and landing.
Design
Brand & narrative
Brand positioned around 'the electronic payroll for all', with a visual language tuned to make the employer-employee relationship tangible rather than transactional.
Product & landing concept
Proposal-stage product concept and landing page exploring onboarding, monthly payslip flow, and trust-building moments — all filtered through the human-relationships anchor.
05 · Results & Metrics
A proposal with a distinct brand dimension.
1
Product and landing concept, designed together.
Clear
Value proposition for payroll adoption in SMEs.
Trust-first
Visual language tuned to fintech without fading into it.
06 · Trade-offs & Learnings
What a proposal-stage brand bet taught.
— Built on a brand new concept: instead of focusing on trust or adoption alone, the identity rests on human relationships — making the abstract tangible through a distinctive visual language. A deliberate bet on standing out over blending in a sector dominated by conservative interfaces.
The electronic payroll for all.
The ideal entry point to start dematerialisation — a brand that reflects the complexity and beauty of human relationships.