Paidy — Craig Drake
Paidy
Paidy
Brand Identity
Overview

Visual Identity
& Brand Direction

At Paidy, I spearheaded the company's visual transformation—designing the original logo and building a unified brand identity across every platform. From product UI to national campaigns, I shaped a modern, culturally resonant look that helped define Paidy's presence in Japan's fast-moving fintech landscape.

Brand Identity · Logo Design · Product UI · Campaign Design · Art Direction · Fintech
Work Selected Projects
Passwordless — Brand Film
Brand film introducing Paidy's passwordless experience — a seamless, friction-free approach to payments that defined the product's core identity.
Paidy · 2018
INI — TVCM Spot
Television commercial developed for Paidy's national campaign rollout, translating the brand identity into a bold, culturally resonant motion piece.
Paidy · 2019
Onboarding — Brand Experience
Motion design and UI direction for the Paidy app onboarding experience, bridging brand identity with product interaction design.
Paidy · 2020
N Pay — Product Launch
Campaign motion piece for the N Pay product launch, extending the Paidy visual system into a new payment vertical with distinct brand expression.
Paidy · 2021
Onboarding — App Flow
First-run app onboarding sequence designed to introduce new users to Paidy's ecosystem with clarity, warmth, and on-brand motion.
Paidy · 2021
Logo — Identity Animation
The definitive logo animation — bringing the Paidy wordmark to life and establishing the motion language used consistently across all brand touchpoints.
Paidy · 2022