Pay Theory is a young startup that specializes in building payment solutions for SaaS platforms serving what they call "Must Pay" industries—healthcare, education, senior care, childcare, and so much more.
Pay Theory's brand evolution reflects its growth and changing needs as a startup. Initially, the company's brand character was playful and approachable. While the approachable aspect needed to stay, it became apparent that a shift towards professionalism was needed.
Ultimately, this branding transition was designed to present the company as a larger, more established team—one that large and small partners could trust to process significant amounts of revenue. The new visual identity supports the company’s ambition to be seen as a serious, dependable business ready for the next stage of growth.
