CurrentC

The New Express Checkout brand launch and product design. 

This was a full multimedia launch campaign. The branding, site, and communication structure was all part of making CurrentC tangible. This responsive scroll site was set up to address a press release for the new mobile payment application, the objective was primarily to collect leads.

We were able to define a brand voice and tone through iconography, illustration and copy. We wanted CurrentC to convey a sense of trust since the biggest barrier was security. In today’s age with identity theft and hackers, what online information is ever truly safe? None of it is.We still took on the challenge by creating a voice that was conversational and approachable to communicate all the benefits and tech to the average consumer. Although this product would typically skew younger, our target was intended to be older based on the brands and products associated with CurrentC. Our product point of difference was that it was backed by retailers, so we wanted to incentivize users to adopt CurrentC with brand and retailer perks. 

Another aspect to the site that helped articulate the voice of CurrentC was its illustrations. We had this idea that the brands and retailers that made up CurrentC was much like a friendly neighborhood. Again, to convey an approachable trustworthy brand. This was further expressed through the line quality and color pallet. We had to be careful to find the balance between playful and serious messaging to not incite too much fear or paranoia but also inspire and delight with this new way to pay.  The biggest advantage of leveraging illustration as part of the brand was that it’s much nimbler and less costly than photography. Particularly this style. Due to our fast-paced world and the need to address instant demands working online, Illustration can be delivered much faster than setting up and dealing with the production of photoshoots. 

We also developed icons since in this space we’ve all have grown accustomed to them and they efficiently communicate simple actions, services or ideas. In addition to utilizing them in typical applications we also wanted to leverage them collectively as supporting graphics to a headline or image. 

In additional to being tasked with launching CurrentC we also dabbled in some product design. We partnered with a company who primarily handled the application development and design. As the brand agency we wanted to influence the experience more, so by utilizing their existing wireframes and prototypes we also provided client with ideas for their product. A seamless brand experience across all channels including the product is the ultimate goal.