A startup looks to change the way people pay. It’s a complex story and has to be delivered — to both consumers and partners, via branding and website — with authority, concision and style.

The new logo communicates that using a Marqeta card means you plus-up your purchasing power. The website, in bold, stylish colors and a design as simple as the story is complex, emphasizes that these are not your infrequent purchases, but the essential stuff you buy everyday.

The multipurpose website not only had to speak to prospects and partners, it had to make it easy for actual customers to shop.

One more key constituency: merchants. The site had to help them easily add or modify promotions and then track how it was all working.