DESIGN
BEST WEBSITE DESIGN (2025)
AddPay - AddPay
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| Title: | AddPay |
|---|---|
| Brand: | AddPay |
| Product: | Payments Solution |
| Agency Name or Internal: | MakeReign |
| Production Company: | MakeReign |
| Brand Representative/Marketing Director: | Josh Kruyt |
| Agency: | MakeReign |
| ECD: | Matt Thompson |
| Copywriter: | Warren van Rensburg |
| Creative Director: | Matt Thompson |
| Art Director: | Liam le Roux |
| Strategist: | Warren van Rensburg |
| Producer: | Shelby Andrew |
| Executive Summary: | AddPay is a B2B fintech company with a powerful technology stack that was outpacing its own brand. While their product offering was sophisticated and future-fit, their digital presence felt outdated and disjointed. The challenge was to transform this gap into an opportunity. Build a platform that reflects AddPay’s innovation, elevates the brand, and drives real business outcomes. We approached the project as a complete transformation, not just a redesign. Through collaborative workshops and research, we identified that clarity, performance, and visual distinction were key to reintroducing AddPay to the market with confidence. The final platform needed to be more than functional. It needed to communicate complex value propositions simply, offer a seamless experience across devices, and make a lasting brand impression. Built in Webflow, the new site was enhanced by tools like Rive, Spline, and Lottie to deliver motion, interactivity, and real-time 3D content without sacrificing speed or responsiveness. The visual direction rejected common fintech tropes and instead positioned AddPay as a confident, modern brand with its own language. Typography, colour, and layout were used deliberately to create clarity. The platform was structured to guide users through the experience with ease, while lightweight animations and dynamic visuals helped translate product features into moments of delight. The website served as the cornerstone for a larger brand relaunch, presented live at AddPay’s flagship event to over 4,500 attendees. The response was immediate. Engagement across social channels surged, new clients converted, and AddPay’s perception in the industry shifted. This project is a case study in design as strategy. Every visual, interaction, and message was crafted to express what AddPay stands for and to build the business behind it. |
