Pagaya is a fin-tech company leveraging AI to help more people get access to loan approvals. I worked as the motion-lead for this project and illustrated graphic vehicles used by the design team for the rebranding concepts we developed.
Challenge
Pagaya wanted to introduce motion to their current brand, alongside an innovative brand refresh including a rework of their website and investor’s page that would modernize their brand, make it stand out and become recognizable amongst a sea of competitors and AI startups.
I had to find the balance of introducing motion and visual approaches that felt fresh and innovative without going too far outside of Pagaya’s comfort zone. I also had to consider how to showcase aspirational motion, coming up with ideas to show the potential of Pagaya’s brand and product model.
Solution
I worked collaboratively with a CD and two visual designers to come up with the motion applications and graphic vehicles used throughout our work.
I used three main questions as an anchor to guide my motion and illustration approach:
1) How do we showcase the potential of Pagaya’s new brand through motion?
2) How do we figuratively (and literally) illustrate Pagaya’s AI network and lending product?
3) How will my illustrations and motion complement the overall concepts we’re developing for the brand?
I also took into consideration Pagaya’s product ideas and brand mission when developing my motion concept and graphic vehicles. Everything had to be grounded within the Pagaya universe (professional, trustworthy, and innovative).
Logo Animation Concepts
Before we began the rebranding project, we started off with an update to their logo. We wanted to breathe life into their existing brand, and play up the idea of interconnectivity and networks by highlighting the ribbon motif used across their brand.
No Rotate
Rotate
Rotate and Scale
Playing around with small accents (such as scale or rotation) can have a large influence on the personality of the animation.
Introduction of the logotype alongside icon animation. The challenge was balancing the conservative side of the brand with a sense of levity and freshness.
No Rotate
Rotate
Animation presenting the logo update to the company. I took a technical approach to the animation to clearly illustrate how the logo was changed.
Brand Concept Development
During our project Pagaya decided they wanted a full brand refresh. The following are selections from the two concepts my team and I developed.
Concept A – Technical
We wanted to emphasize the technology side of Pagaya’s brand, leveraging the idea of networks, AI and futuristic aesthetics. Pagaya’s products served as the basis for the graphic vehicles I developed.
Initial illustrations for Concept A, these were reworked later in the project.
One of my favorite aspects from this project was seeing how the visual designers interpreted these approaches into our brand concepts. Here is an example of potential paid ads using this illustrative approach.
Potential motion approaches for Concept A:
Process of motion development:
Initial sketch
Concept A (Round 1)
Concept A (Round 2)
Concept A was later reworked as we decided we needed the illustrations to be
1) More flexible in functionality and usage across the brand globally
2) Friendlier and more approachable
Motion concepts for Concept A Round 2:
Concept A Round 2 in situ:
Concept B – Geometric
We wanted this concept to be more empathetic and approachable. Pagaya’s products served as the basis for the graphic vehicles I developed.
Motion concepts for Concept B:
Concept B in situ:
