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Paddle

Brand design

  • Event production
  • Illustration
  • Iconography
  • Marketing
  • SaaS
A person holding a phone displaying Paddle’s invoicing product page.
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Over a four-year tenure as an in-house Brand Designer at Paddle, I touched nearly every facet of the brand's visual identity. Working embedded within the design team and in lockstep with marketing, I helped evolve Paddle’s brand from the ground up, translating complex technical and corporate narratives into engaging, high-impact visual systems.

Following Paddle’s acquisition of ProfitWell, I led the visual rebranding of four newly integrated products. I designed the new logos and iconography systems, creating a unified visual architecture that aligned with Paddle’s parent brand while giving each product a distinct, functional identity.

Four abstract product marks for the Paddle brand family displayed across a black field.
A person holding a phone showing Paddle’s dark invoicing product page.
Open Paddle reports and guides arranged across a dark surface.
Person wearing a black Paddle cap embroidered with the phrase ask me about my app.
Rear view of a black cap embroidered with the Paddle wordmark.
Black Paddle cap photographed on a textured dark surface.

Brand identity is lived. For Paddle’s flagship internal event, I took creative ownership of the entire physical and visual experience. From large-scale environmental vinyls and stage design to the smallest piece of custom apparel, every touchpoint was designed to build alignment and energy.

Person holding a black Paddle kickoff cue card with vivid blue and yellow lettering.
Athlete wearing a black Paddle kickoff shirt inside a sports venue.
Black hoodie embroidered with the white Paddle wordmark.
Four Paddle kickoff name tags alternating across black and pale backgrounds.

To support a growing need for educational and marketing content, my team and I created a scalable design template for Paddle’s guides. The system brought together reusable layouts, components, and visual principles, allowing us to speed up production while maintaining a high level of consistency and craft. It turned guide creation into a smoother, more repeatable process without losing the flexibility needed for each piece of content.

Paddle guide shown on a phone beside an open yellow-and-black report.

As the brand scaled, so did our output. I acted as a design guardian, onboarding and steering external contractors and agencies. By providing clear creative direction and contextualizing our brand guidelines, I ensured all outsourced work maintained visual integrity while empowering external teams to do their best work.

Purple technical illustration showing a connected product interface.
Purple technical illustration showing a globe on a digital platform.
Josh Warren
Yellow Paddle report cover titled Survive or thrive.
Open yellow Paddle report showing editorial illustration and page layouts.
Grant Chapman