Paze Bringing a new bank-backed digital wallet to life
Overview
Early Warning Services, the bank partnership behind Zelle, set out to introduce Paze: a new digital wallet designed to make online checkout easier and more secure.
Lippincott created the brand from the ground up, spanning naming, positioning, identity, voice, and digital experience. I led content strategy and UX writing for the launch website, translating the new brand into a clear, accessible experience for consumers, merchants, and financial institutions.
The challenge
Launching a new payment brand meant entering a crowded category with established competitors and high expectations around security and trust.
Paze also had to serve three distinct audiences, each with different needs—from shoppers understanding a new wallet to merchants navigating onboarding and banks supporting adoption.
The challenge was to make a complex financial product feel simple, credible, and immediately useful.
The approach
Building the strategy around audience needs
I conducted content audits and stakeholder interviews to understand the priorities of consumers, merchants, and financial institutions.
These insights informed a content strategy designed to establish trust, clarify the product’s value, and support both launch and future growth.
Turning brand positioning into digital architecture
Working closely with UX and design teams, I developed the sitemap and content structure around what each audience needed to know and do.
Rather than organizing the experience around product complexity, we prioritized benefits, intuitive navigation, and clear paths to action.
Making complex payments feel simple
I wrote the website copy in Paze’s new brand voice, translating technical and operational details into accessible, benefit-led language.
From security and privacy to merchant onboarding and consumer enrollment choices, every interaction needed to reinforce the same promise: a simpler, more confident way to pay.
