The brand I built for Aryze
I built Aryze's brand as one written system: what Aryze promises, how it sounds, its colours and type, and the rules every design follows.
- 5levels in the message, from the promise to the values, each with one job
- 13colour tokens, each text colour checked for readable contrast
- My role
- Wrote the message, the voice, the colours, the type rules and the design rules
- When
- 2025 to September 2026
- Result
- Since June 2026 one written system has set Aryze's message, voice, colours and type. My designs, the company banners and the team's email signatures follow it.
When I joined Aryze in March 2024, the brand lived in a press kit. By December 2024 there was a kit in Figma with the logo and wordmark in dark, light and navy. In autumn 2025 I wrote a rebrand with ChatGPT, with a visual system, a design style guide and a tone of voice guide, and in February 2026 Aryze had Brand Guidelines 1.0, 28 pages in light blue.
Logo and wordmark as SVG in dark, light and navy, with a palette and frames. Figma, October to December 2024.
Aryze's Brand Guidelines 1.0 from February 2026, 28 pages.
The third version of Aryze's LinkedIn cover, February 2026.
In June 2026 I rebuilt the brand with Claude as one system. One source document holds the message, the voice and the visual rules, and every other brand file comes from it.
The message. The promise is "We Master Your Payments." Under it sits the purpose, "Aryze exists for teams who cannot afford money movement to be unpredictable," and a line for product copy, "Payments you can plan around." Then comes one line for each product and three values, transparency, compliance and excellence. Every message has to trace back to at least one of them.
The brand stands on predictability: prices customers can plan around, settlement they can see and evidence they can trace. Aryze is the house, and Pay by Bank is its public face on the website and on social media. The three products for banks are for sales meetings, decks and press.
The voice. Aryze should sound like the person responsible for the work: direct, precise and practical. "Seamless checkout experience" becomes "Bank-authenticated at checkout", and a claim like "dramatically fewer disputes" needs a number with a source.
The colours. I called the palette Ink & Signal. Ink, a deep blue-black, is the public face, on websites, banners and title slides. Warm paper is for reading, in documents and long texts. One bright teal, signal, only marks evidence: a number, a status, a live state, or the one word that matters, such as Master in the promise. Every text colour is checked for readable contrast.
Type and pictures. Everything is set in Geist. Pictures show the product, real screens and payment flows, and never stock photos of handshakes or abstract crypto gradients.
I also wrote the design rules I give Claude when I make designs for Aryze, from landing pages to decks and one-pagers. A design may not invent a number, so a missing one is marked NEEDS SOURCE.
Then I put it to work. In June I made a new email signature and a generator, so everyone on the team could make theirs. In August I made new company banners for LinkedIn and X with "We Master Your Payments".
Aryze's LinkedIn cover and X header for @AryzeOfficial with "We Master Your Payments", from August 2026, plus a dark alternative.