Paytient Brand Evolution
Kevin Fenton
Paytient—a fast-growing healthcare payments platform—needed a rebrand that felt as human as the people it serves. While their original design signaled innovation, it lacked the emotional connection to win over HR leaders, employees, and everyday consumers.
Partnering with creative agency, Whiteboard, I helped lead the creative evolution in just five weeks, transforming a cold FinTech aesthetic into a warm, trustworthy brand identity. We softened the tone with hand-drawn illustrations, grounded the photography in real moments of joy and relief, and introduced a flexible color palette that felt both fresh and reassuring.
The result: a brand that still speaks fluent tech, but now leads with empathy—better positioned for employer adoption and the next phase of Paytient’s growth.
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Posted Jul 22, 2025
Rebranded Paytient with a more human visual identity. Shortly after launch, the company secured Series B funding and expanded employer adoption.
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Timeline
Jul 11, 2022 - Aug 26, 2022
