2017 Winners & Shortlists

The Campaign

The creative idea behind the PayPerKay brand guidelines, is that the document works like the mobile application that it is. It has a simple navigation system, which is consistent throughout the document. The document exists in digital PDF format only, no print version is available. The decision to have a paperless version only is deliberate as this enables quick reference and ease-of-use. It also allows for regular updates and modifications to be made easily, without having an impact on the environment.

Creative Execution

As the intent of the comprehensive 90-page PayPerKay brand guidelines document is for it to work like the mobile application that it is, the execution had to be simple. It requires a simple navigation system, which is consistent throughout the document. It therefore uses a panel system where the text information exists on the left – and the visual representation of that text appears on the right in the clear space. To draw the eye and put emphasis on parts of information, brackets are used. This holds the layout together and puts focus on the most important information in that layout. The brands primary and secondary colour palette is strongly adhered to, in the shades outlined in the colour section. The design elements used within the brand guidelines document are inspired by the logo and visual style elements, such as the blocks in various colour shades.

Indication of how successful the outcome was in the market

These brand guidelines are a fun and creative, yet reliable and adaptable manual. This allows for ease-of-use at all touch points. They add value internally by aiding PayPerKay employees in achieving marketing and business objectives. They add value externally by aiding marketing and communication agencies in applying the brand elements accurately and consistently across all print, media and digital collateral. These brand guidelines met the brief, and are currently in use.

The brand strategy was developed to differentiate PayPerKay from its competitors in the lease and rental market. To achieve this the brand personality was defined as fun and enthusiastic, creative and courageous. Simplicity was essential in all communication, from content to layout. All design application, online activity and promotions had to pass through these filters. The strategy for the comprehensive 90-page brand guidelines document had to follow the overall brand strategy, expressing the brand personality, specifically being uncomplicated. The intent was to keep the design fun and creative, yet reliable and adaptable. The specific target audience for the brand guidelines document is employees, marketing and communication agencies, as well as any other individuals or organisations that would be communicating the brand.