Security features don't sell themselves. They're functional, invisible by design, and historically difficult to make compelling. PayPal challenged Monks to change that.
Hands-on from concept through execution, I collaborated with the team to push the campaign from brief to brand-defining. Starting with an email-first strategy, we developed a visual language that pushed the existing brand boundaries while remaining distinctly PayPal. Static and animated assets rolled out into a flexible toolkit that could scale across channels.
The results were immediate. Cards added to the PayPal wallet increased 25.3%. Emails tied to package tracking rose 29.2%. The campaign generated 75.5k new PayPal passkeys. Praised throughout the organization, the work directly influenced PayPal's 2024 interim brand refresh.
CLIENT:
PayPal
CREATIVE ROLE:
Strategy
Concept Development
Art Direction
Graphic Design
