# PayWise — Brand Guide

> Derived from `02_brand_kit/paywise-brand-guide.html` (authoritative source)

## Brand Identity
- **Name:** PayWise
- **Tagline:** "Your Money, Your Way"
- **Website:** https://paywise.co
- **Regulation:** Licensed by the Central Bank of Trinidad and Tobago (CBTT)

## Color Palette
| Name | Hex | Usage |
|------|-----|-------|
| Green Light | #69CE57 | Primary brand color, CTAs, highlights |
| Green Mid | #5FAD4A | Hover states |
| Green Dark | #4E893B | Text accents |
| Blue Light | #1B92CE | Secondary brand color |
| Blue Mid | #1A6CA8 | Hover states |
| Blue Deep | #195A9E | Deep accents |
| Blue Darkest | #04507F | Background gradients |
| Black | #141414 | Text, dark backgrounds |
| White | #FFFFFF | Content backgrounds |
| Background | #F4F6F9 | Page background |

## Typography
| Role | Font | Notes |
|------|------|-------|
| Primary | **Poppins** | All weights 300-900, primary UI and marketing |
| Accent | **Kalam** | Casual/accent phrases, "Your Money, Your Way" |

## Logo Usage
- Logo files available in `02_brand_kit/logos/`
- Formats: SVG, PNG
- PayWise logo on all marketing materials (bottom right / corner placement)

## Visual Style
- **Background elements:** Brand color backgrounds with ring motif
- **Gradient:** Blue spectrum (#04507F → #1B92CE → #1fa8d4)
- **Iconography:** Clean, app-style icons

## Voice & Tone
- Lead with CBTT license — trust signal in every piece
- Use specifics and numbers
- Sound like a trusted local institution
- Trinidadian peer-to-peer vernacular
- Short, punchy, real talk
- No jargon

## Voice Guardrails
| Always | Never |
|--------|-------|
| "Licensed by the Central Bank" | "solutions" |
| Specifics and numbers | "leveraging" |
| Trusted institution tone | "seamless" |
| | "cashless revolution" |
| | "digital-first" |
| | "256-bit encryption" |
| | "empower" |
| | Startup-pitch language |

## Key Features
- Bill Payment (30 seconds)
- Cash-Out (at any agent location)
- P2P Transfer (FREE)
- Merchant QR (next-day settlement)
- Island Finance loan payments

## Target Audience
- **Primary:** Cash-Poor Bill Payers (T&T adults 18-55)
- **Secondary:** Sale-Losing Operators (business owners 25-50)
- **All Clusters:** Mixed audience for announcements