PayID partnered with communications agency 3Squared to create an animated explainer that could simplify how PayID works and why people could trust it. Financial technology only lands when people feel comfortable with it, and that comfort disappears the moment an explanation becomes too technical.
Financial communications often struggle with simplicity. The technology behind PayID is straightforward once understood, but audiences unfamiliar with digital payments can quickly disengage when explanations get technical. Trust also mattered. The campaign needed to feel light enough to engage audiences while still maintaining confidence and credibility. The visual style needed to be entertaining without undermining the seriousness of financial transactions.
We introduced Gary Goldfish: a leather-jacket-wearing goldfish who explains digital payments with remarkable confidence. Gary became the visual shortcut that let audiences relax into the message before they had to process any information. Humour created accessibility. Clean transitions, simplified language, and a clear narrative structure supported the storytelling without overloading it.
The animation was distributed across banking channels and digital environments as part of the broader product rollout, giving PayID an engaging and memorable communications asset that made the technology feel approachable.
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