Building a Merchant Framework
Industry
Financial
Client
Creative Director
Problem
No Merchant Lens
Solution
Segmentation System
Paze wanted to expand how it spoke to merchants, but their internal data hadn't been translated into a clear, external-facing framework.
I initiated a brand exploration project to unify internal data into five core merchant mindset profiles, designed to guide product marketing and website messaging. These profiles now help the team better tailor communication based on needs, motivations, and behaviors.
From there, the Art Director and I developed a visual system, including characters and environments, as well as illustration guidelines to create a scalable brand language for their B2B approach.
I defined the framework for how to apply the system, documenting design rationale, usage principles, and intended tone so the Paze team could independently extend it across future marketing.
