Repositioning Aria to lead the next generation of embedded B2B payments.

What we did

Brand positioning and messaging strategy

Visual, verbal, and motion identity

Web design, content, and development

Real-time UI animations and product storytelling

Scalable design system for product and marketing

Overview

Embedded payments are redefining how platforms move money, Aria sits at the heart of this shift. Making them faster, more flexible and embedded where businesses already work.

But its early brand didn’t match the product’s momentum. It undersold what Aria could do, and left buyers unclear on what made it different. The website was light on product clarity and heavy on aesthetics, a missed opportunity to engage partners and convert prospects.

We sharpened Aria’s positioning, built a product-led story, and delivered a digital experience that performs like the product itself.

Newsworthy

Forbes

Aria Raises €15 Million To Expand Digital Payments Model.

FT

The FT 1000: The complete list of Europe’s fastest-growing companies

tech.eu

Fast-growing French fintech Aria eyes European expansion

Fintech Futures

French fintech Aria bags €50m debt facility

Silicon Republic

5 start-ups in Paris you need to know about

BrandNew

“Companies have to look like banks and like software but also be techie and this identity manages it with some novelty”

TBI

“The sleek, functional design redefines fintech branding and also positions Aria as a rising player in the B2B payments space”

In focus

01 Clearer positioning for
commercial traction

Aria wasn’t just another payments tool. It was a powerful infrastructure layer, purpose-built for B2B marketplaces and SaaS platforms. But without clear positioning, Aria risked being seen as another payments API.

We reframed the brand around what buyers actually needed to hear: faster payments, embedded finance and a white-label product designed to scale with their platform.

The new story helps Aria speak to operators and decision-makers with confidence, clarity and commercial relevance.

02 Storytelling that shows
real product value

Many prospects weren’t seeing the full picture, especially when it came to Aria’s API-first model, integration pathways and operational impact. We made product clarity a priority.

From Kinetic Square-inspired animations to real-time UI demos and embedded messaging frameworks, we brought the product to life with practical proof. Not just aesthetics. Now, it’s easier for every prospect to understand what Aria does and why it matters.

“A digital-first firm needs a digital-first identity. For Aria we built a hard-working brand that could be put to use straight away, out of the box, at the most important touch points.”

Ben Wynn-Owen

Creative Director

03 A site built to explain,
convert, and scale

We rebuilt the marketing site from the ground up. Turning it into a tool for sales, onboarding and adoption.

The experience guides visitors through core outcomes, builds trust with proof points, and makes it easy to take action. Every section is built with real-world use in mind: whether it’s a founder pitching investors, a product lead evaluating APIs, or a marketplace team looking to improve cash flow.

04 Design systems built
for speed and reuse

Aria’s team moves fast. They didn’t need a rigid brand manual. They needed a design system that could flex across channels and evolve with the business.

We built visual and verbal building blocks that can adapt to new launches, new teams, and new use cases. From sales decks to site updates, Aria now has the tools to keep the brand consistent, without slowing down execution.

“Now our brand does exactly what we need it to, combining form and function to visually communicate our business across our product and site, preparing us for our renewed mission: to make money flow for businesses.”

Clément Carrier

CEO at Aria

With thanks to

Clément Carrier, Pierre-Antoine Bauduin and Tsanta Rabemananjara.

Repositioning Aria to lead the next generation of embedded B2B payments.

What we did

Overview