CuttPay
Task
CuttPay is a payment platform designed to be more than just a restaurant bill splitting service and more about the integration of a means of a user paying for something while at the same time requesting payment from friends with customisable events. With aims to offer members the ability to pay with Crypto currencies and become part of a much bigger network this free service is just one part of the business. With the addition of it own crypto currency called ‘Cutt’ and a member group with all sorts of benefits called Cutt Crew’ coming online in the near future. Seen as more of an AfterPay solution targeting B2C and B2B, CuttPay aims to sit comfortably with its competitors whilst offering a point of difference with its network of products and services so customers have even more choice to suit their needs.
As a start-up business there were obvious challenges, not only from a budget perspective but a customer engagement level. The need for not only a strong unique brand identity but a level of communication that would be needed to connect and grow their audience was always going to be our start point.
Working closely with the owners we set about these challenges with open and honest communication channels and built up a strong working relationship to make sure budgets were maintained and the advice given was the best solution always.
The need for the brand identity to work without words was paramount. An iconic and modern identity symbol needed to be crafted for easy customer recognition whilst still being flexible to sit within a family of icons offering the connected services such as ‘Cutt’ and CuttCrew’.
A simple bold and modern identity which had a digital first approach was obvious but extra consideration was applied in building the brands tone, not only in a visual aspect but in the language in which they engage their audience with. This will of course develop overtime, but special consideration was applied to assist with the foundations, so the brand had a consistent tone from the off.
We started with crafting a symbol, stemming from the shape of a folded bank note the overall form for the brand icon allowed for the brand initials to be easily recognisable at a glance. The negative square sections emphasise the cutt payment functionality and utilised in the brand’s overall graphical look.
For the colour palette we explored several bold and unusual palettes to help set them apart and working closely with the client we landed on the confident tones shown here. The bright tones against the muted Prussian blues allow for a strong tonal look but also assisted towards the UI elements of the platform itself.
Utilising the shapes from the icon itself and pairing with a clean sans font and our colour palette, all the brand assets were designed to help flex across both consumer facing elements as well as investor collateral.
The CuttPay platform itself, was redesigned from scratch so to suit the brands outlook we developed. In addition to designing the payment system UI and UX components, we also introduced a source of revenue into the platform. One where it could enhance the consumers experience without impeding the functionality. The controlled advertising space and revenue option allowed for brand partnerships to develop overtime as well as offering a device to give something back to the community for good causes.
CuttPay’s initial website landing page can now be found at cuttpay.com
Logo and identity development
Brand look & styling
Graphic design services
Digital roll out
Online brand guidelines
Ongoing design partner
intwo provide brand identity, design and web services to purpose-driven businesses in order to drive change for the planet and its people; and in doing so, also subsidise our own ethical initiatives.