AmplifyPay · The brand world
Quiet by default.
Loud when it counts.
Payroll for Ghana, built in Accra. A deep green that carries the work, and one accent held back for the moment money actually moves.
Meet AmplifyPay
Made to move money carefully.
Built to prove it did.
01 / The identity
One leads.
One follows.
Two chevrons, both moving forward. The solid one is the employer; the lighter one behind it is the person being paid. That is the whole product in a mark — somebody brings pay forward, and somebody receives it — and they point the same way because it only works when both sides are going somewhere.
The signature
The icon
Green is the ground.
Volt is the event.
Deep forest green is not an accent — it is the surface the product stands on. Volt is the only accent there is, and it means one of two things: act here, or this money moved. Nothing decorative is ever volt, which is why the headline above it is green.
Deep forest
#06291E The ground everything stands on.
Volt
#C8F550 Act here, or this money moved.
Paper
#F6F7F3 Green-tinted. Never a pure grey.
Ink
#0B1410 Every word you read.
The green scale
#EEF5F1 Sage #A5CBBA Field #3D8570 Forest #1A5A44 Pine #0A3527 Deep #06291E The volt scale
#EEFBCF Pale #E0F8A6 Light #D5F87C Volt #C8F550 Deep #B2E22F Olive #8FBC1F PAYDAY IS
A PROMISE.
Headlines. One family, a heavier register.
Plain words.
Exact figures.
Aa Bb Cc Dd Ee Ff Gg
0123456789 ₵ % · —
One typeface. There is no second one.
02 / The people
Two ends.
One payday.
Every run has somebody who must be sure it is right, and somebody waiting to be paid. Both get photographed, in real rooms, in the light Accra actually has.
03 / The everyday
Looks good.
Feels like payday.
The mark sits small on everything it lands on. It does not need to be loud to be recognised, and a payroll company shouting is not a good look.
05 / The pattern
A handoff,
repeated.
The same two chevrons, tiled. It is the only pattern there is, and it earns its place by being the mark rather than a shape invented to decorate with.
06 / In the world
On the road
into Accra.
Big and simple, or it does not work at eighty kilometres an hour. The mark alone, on a green field, with nothing else asking for attention.
07 / The toolkit
Take it
with you.
The mark in the formats people ask for, and the written system behind every rule here.
The mark
SVG
Download →
App icon
PNG, 180px
Download →
Share card
JPG, 1200 × 630
Download →
Design system
Markdown, 51 KB
Download →
The written system
Every rule here, with the reason it exists.
Twenty-three sections: colour, type, icons, shape, motion, density, money, tables, charts, the editable grid, accessibility and voice. Including what is still missing, because a design system that claims to be finished is the one nobody trusts.
04 / The social system
One grid.
Useful, or not posted.
A person on a brand ground, a direct headline, nothing else in the square. Payroll is about people being paid, so people are what the account is full of — and every line is either something true about them or a promise the product keeps.
Payday is
a promise.
We work out SSNIT and PAYE for every person, and two people approve the run before anybody is paid.
Paid, and he can see it.
The payslip is on his phone, not in a drawer.
She does payroll on Thursday.
And runs the business the rest of the week.
Nobody celebrates payroll.
They only notice when it is wrong.
Two people approve every run.
Nobody moves payroll on their own.
Site staff and office staff.
Different places, one payday.
Paid for the hours she worked.
Attendance feeds the run.
The same thing, as stories
Taller, and down to one word and a number. A story is read in under two seconds, so it carries the date and nothing else.
14th.
SSNIT
15th.
PAYE
28th.
Most people's payday
Three grounds
Deep forest, volt, paper. Everyone is shot on one of them, so the feed reads as one account.
One idea a square
If it needs a second sentence it is two posts, or it is not a post.
The mark, opposite the person
Small, in whichever bottom corner they are not in. It signs the post, it never crowds them.