Braintree

We began working with Braintree pre-acquisition in July of 2013. We worked with the team to reimagine the brand from the ground up—authoring the brand’s mission statement, developing a completely new identity, launching a new global campaign, helping to build out the SF office space, collaborating with the engineering teams, and so much more.

Unknown to many in those days, Braintree was the company behind the code that made mobile payments so simple and magical. They processed the first dollars of Uber and Airbnb, but were losing out on more opportunities simply because they were based in Chicago and weren't considered part of the “Silicon Valley Club.”

The visual system follows Donald Knuth’s idea that, “computer programming is an art, because it applies accumulated knowledge to the world, because it requires skill and ingenuity, and especially because it produces objects of beauty.” It celebrates computer text art with ASCII illustrations, as well as the code used to build Braintree’s products with the custom typeface B-mono, designed by Josh Finklea, Martin Grasser, Angy Che and Frank Lionetti in 2014, in collaboration with a group of developers at Venmo, Braintree, and PayPal.