Rebooted and revamped
Check it out
Ueno worked with Checkout.com to reboot their brand and revamp their online presence.
In ten years Checkout.com has gone from bootstrapped startup to leader in online payments, providing global end-to-end services to thousands of companies, including Samsung, Transferwise, Virgin and Adidas.
Coinciding with its launch in the US, Checkout.com wanted to rethink its brand and online presence, making it more visually arresting and coherent. The company also wanted to set itself apart from its B2B competitors with a more friendly and human approach.
We worked closely with the Checkout.com team to take their already established brand strategy to its logical conclusion, rebooting the visual identity, shaping their tone and voice, and designing a new website. Work began in November 2017, and ended with the launch of the new website in February 2018.
Branding, strategy, website design, art direction, content strategy.
Time for a reboot
Upgrading the brand
After three years of rapid growth, Checkout.com’s branding no longer reflected the stature of the company. Following an already existing brand strategy, tweaked and translated here and there, we reworked and refined, overhauling the logo and developing a more sophisticated color palette.
- CKO Dune
- CKO Deep Green
- CKO Midnight Blue
- CKO Ocean Blue
- CKO Coral
- CKO Dove Grey
- CKO Bright Green
- CKO Storm Blue
- CKO Sky Blue
- CKO Rose
Letters of recommendation
In a field that’s not generally very touchy-feely, Checkout.com stands out for being attentive to the human and the personal. We wanted their new typefaces to reflect those values.
The human typeface of capitalism.
No funny business.
All in the family
Icons for every occasion
We created a set of 22 new icons (some of them animated) for Checkout.com to use in various contexts. Closely related to the logo, they all derive from it elements like weight, shapes, geometry and color.
We created an icon system based on the logo and its line style. The system includes accents of green color that functions as the highlights of the concept.
By the book
Visual identity guidelines
The brand bible is the final word on Checkout.com’s identity: logotype, typography, color palette, photography, illustration, tone of voice, and more. It comes with detailed instructions on how to use these elements in a variety of contexts.
The new visual identity needed to be clear, dynamic and trustworthy at a glance. We created a system that elevates the brand as an emerging leader in the payments sector as it’s entering the U.S. market.
Now, look here
In a sea of sameness, we wanted checkout.com’s photography to stand out. The result was a series of conceptual still lifes showing everyday objects lined up on a grid, with a hero object representing Checkout.com.
The whole story
A website with a message
The new Checkout.com website is where everything comes together: branding, typography, tone of voice, photography, and all the rest. Check it out.
We wanted type and photography to set the tone for the visual language. The goal was to make the website feel more editorial and dynamic, while keeping it modular enough for the client to expand it in the future without outside help.
The Ueno team took the time to understand our product and unique value proposition, and were able to guide us through everything they were seeing in our industry. By exploring creative directions for us, they pushed the boundaries for our business offering. Ueno always took the time to listen, were pro-active and solution-oriented – just a pleasure to work with. I highly recommend the Ueno team and would be excited for an opportunity to work with them again.