PayAtlas.
Payment directory product design and brand identity development
PayAtlas is a global platform that connects businesses with payment providers. It offers a searchable marketplace where companies compare options and select partners that fit their needs.
Goodface FinTech worked across the brand, website, and product experience — giving a new FinTech company the visual identity and marketing foundation it needed to launch.
A new product had to earn attention before it could help businesses choose
PayAtlas was entering the market with a new brand, website, and catalogue for finding payment providers without the established brand to lean on and no familiar product category to explain away the complexity.
The product had to do several jobs at once: stand apart from the usual FinTech visual language, turn website visits into applications, and help businesses choose a payment provider with confidence. Each part had to support the next.
And the product would keep growing. The design needed to accommodate more providers, content, and features without forcing the team to restart every time something shifts.
Build the FinTech brand and product around the same idea
PayAtlas needed a clear point of view from the start. We used navigation as the thread connecting the brand, website, and catalogue — a natural fit for a platform built to help businesses find their way through payment providers.
We explored three brand directions before choosing a simple, unconventional logo, applying the same logic to the digital experience. Custom illustrations and motion gave the brand movement, while the design system gave the website and directory a shared set of rules.
FinTech visual identity
Find a distinct position in a familiar category
PayAtlas needed to look credible to a B2B FinTech audience without disappearing into the visual conventions of financial products. We explored three identity directions before developing the chosen concept: a simple logo with an unconventional character.
The dark visual direction extended that idea, drawing on space and navigation to create a clear metaphor for a platform that helps businesses find their way through a large provider ecosystem.
Illustrations & motion
Make the brand feel like a product
A payment catalogue built around payment providers could easily become functional and dense. Custom illustrations and motion gave PayAtlas another way to explain the product and create visual rhythm across the experience.
The visual language stays focused on navigation and discovery, while motion adds proper dynamics to key interactions and brand moments.
UX/UI design for a payment provider’s catalogue
Turn provider selection into a clear path
he catalogue needed to support a practical task: finding and comparing payment providers. We mapped the user flow, worked through wireframes, and developed the directory concept around that journey. The UI gives users a simpler way to browse provider information and select effortlessly.
Design system
Build the system behind the product
PayAtlas was starting with a broad set of pages, components, and product flows. As the product grew, adding each new piece from scratch would quickly create inconsistencies.
We built the design system alongside the interface, defining the components, patterns, and visual rules the team could reuse across the product.
New screens could build on existing decisions instead of creating new ones each time.
FinTech website design
Turn the marketing site into the acquisition tool
The website had a clear commercial job: introduce PayAtlas, explain its value, and move potential customers toward registration and provider selection.
We designed a dynamic B2B experience around concise messaging, custom visuals, and motion.
The website connects the brand story with the product, so visitors can move from understanding PayAtlas to exploring what the platform offers. The marketing site became an active part of the product journey.
Responsive experience
Keep the experience intact across screens
The responsive experience carries the same visual direction and content structure across screen sizes. We adapted the layouts so the website could retain its hierarchy and visual character as the available space changed. The same system of components and patterns supports these variations without creating separate design directions.
A complete design foundation for a new FinTech product
PayAtlas launched with a connected brand, marketing website, marketplace experience, and design system. The website earned CSS Design Awards nominations for Best UI Design, Best UX Design, and Best Innovation.
More importantly, the marketing website became a working channel for collecting applications and bringing potential customers into the platform.
Zofiaa Koltun
Partner Network Manager
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