Jalao
Power up your payments with next-gen orchestration
Payment orchestration sits between a merchant and every provider it uses. Jalao routes transactions across Stripe, Adyen, PayPal and the rest, then reconciles what comes back. Powerful, and almost impossible to show.
Brand Appart built the brand and the website that make it visible: identity, design system, seven feature pages, animated explainers, and the applied kit the team runs on.
The challenge
Selling something you cannot see
Orchestration is invisible by design. It happens between systems, in milliseconds, and leaves nothing to photograph. The site had to make an abstraction legible in a few seconds.
Two readers per page
Payment teams need the mechanics. Their executives need the outcome. The same pages had to satisfy an engineer reading the integration and a CFO reading the margin.
A category that all looks alike
Every competitor uses the same blue, the same dashboard screenshot, the same promise of seamlessness. Looking serious was mandatory. Looking identical was not an option.
Brand Strategy
Infrastructure, not a startup.
Jalao sells to payment teams who compare it against Checkout.com and Ixopay in the same afternoon. Credibility is the entry ticket, so the brand had to look like infrastructure a CFO signs off on, not like a startup.
The strategy was to lead with the mechanics instead of the promise. Routing, tokenisation, reconciliation, fraud alerting: each capability gets its own page and its own demonstration, so the argument is made by the product rather than by adjectives.
Brand Identity
Enterprise weight, without the cold.
The identity was built to hold enterprise weight without the coldness the category defaults to. Documented in a brand book, then extended into a component library so every new page assembles from parts that already agree with each other.
The system reaches past the site: email templates for newsletters and transactional sends, a signature, social banners and profile images. A payments company is judged on consistency, including in the receipt it sends at two in the morning.
Deliverable
A brand, a site, and seven ways to explain it.
We built the identity, designed the site and animated the product story: brand book, a component library covering the full site, the homepage, seven feature pages (intelligent transaction routing, card tokenisation, automated reconciliation, recurring payments, fraud and chargeback alerting, analytics, single integration), and the company section with about, careers, partners and a resources blog.
Then the layer that makes it work in the wild: motion explainers for each capability, feature illustrations, interface visuals showing the dashboard in use, responsive versions of every page, email templates and social assets.
Result
The invisible layer, made obvious.
An invisible layer now has a face. Each capability is demonstrated rather than claimed, and a visitor understands what Jalao does before deciding whether to book a call.
The component library means new pages get assembled instead of designed from zero, and the system held well enough that a related venture was later built on the same foundations.
Testimonial
We worked to revamp our brand identity and web experience and the result was beyond expectations. What stood out most was their ability to combine bold creative direction with a deep understanding of our business goals. They asked the right questions, challenged our assumptions, and delivered a brand that feels both striking and strategic.
