Despite being the leader in online payments and 17th most visited website in the United States (33rd in the world), PayPal knew it suffered from being perceived as a cold, faceless corporation with a dated and difficult to navigate website. With the brand's future growth tied to entering the offline payment category in the world of retail, it sought to humanize and simply itself, thereby creating a more positive financial relationship with its over 123 million customers worldwide in 190 different markets through the combination of illustration and a friendly, philosophical tone of voice.

attn jury: on the main site the 'Buy' 'Sell' and 'Transfer' tabs and the 'Oops that page doesn't exist' are the submissions for this entry.