Paved is a newsletter ad network that connects marketers with publishers. A major change in the brand called for a redesigned logo. It needed to be simple and easy to recognize, as a full wordmark and as a single-letter icon.
Paved's homepage also has to explain a marketplace: getting a brand into newsletters, running campaigns across many publishers, and seeing how they perform. Each animation had to make one of those ideas clear in a few seconds.
I drew the wordmark in rounded lowercase, from a small set of shared shapes. It is custom lettering, drawn for Paved rather than set in an existing typeface. The icon is the first letter on its own.
Jorge Puebla was the Design Lead on the project.
The "pa" and the "ed" are made from the exact same shapes, so the logo is almost an ambigram. It reads the same right side up as it does when it is flipped. Only the "v" has to stay upright. It is a useful trick for brand animation.
The design of the homepage was primarily Jorge's work. I did the animation and built the Lottie files that run on it.
For the rollout of the Paved MCP, an AI connector for newsletter advertising, I made the launch video. It follows a marketer inside an AI assistant as they find newsletters, compare them, book placements and pull a report, without leaving the chat.
It is Paved's logo today, in use on paved.com. The animations are live on the Paved homepage, and the video launched the Paved MCP.
