CoPeeps was developed as an internal brand identity for PayPal’s Content Design team. The objective was to create a cohesive and recognizable visual system that complemented PayPal’s established brand guidelines while giving the team a distinct identity of its own.
The system maintained consistency with PayPal’s core typography and color palette, while introducing flexible visual elements that could be applied across internal presentations, design projects, communications, and merchandise.
A key insight from the Content Design team was their shared affinity for working like bees: collaborative, connected, and always contributing to something bigger as a team.
This became the foundation for the brand concept, “I’d Rather Bee Writing.” The idea uses the bee as a playful metaphor for the team’s collaborative nature while creating a distinctive visual language that feels relevant to their work.