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How to capture the essence of India's fastest-growing payments app.
As India’s most popular and trusted digital payment apps, needless to say PhonePe records millions of transactions every month. A mammoth 970 million plus UPI transactions in Feb 2021 itself.
Rabobank. Growing a better world together.
In collaboration with Codesign Brand Consultants (India), our task was to work out the motion behavior and sonic approach of the holistic brand identity system that captures PhonePe's voice and helps it adapt swiftly to a growing universe of touch-points.
Approach
1. An identity that represents the collective growth and the smoothness that PhonePe brings in its user's life.
2. A toolkit that's extensive, works across media & comms scenarios.
3. A complete logo refresh along with motion & sonic identity and guidelines.
4. Detailed sonic work: Movement & Behaviour, motion guidelines, brand mastertrack, logo signature, app notification.
Results
Implemented in late 2020, the year of the global pandemic, this brand refresh marks a significant milestone in the brand's evolution.
As more of India adopts digital payments and digital purchasing due to the lockdown, the fintech space has consistently progressed as one of the most robust sectors in India despite the economic slowdown.
The numbers are upwards. PhonePe has more than 250 million registered users on its platform and accepted at 15 million merchant outlets across 500 cities in India. PhonePe crossed 1-bn UPI transactions in March 2021.
This project also marks a coming of age for India's homegrown & unique UPI payments system, and is one of our most impactful works in Asia till date.
The Identity System
PhonePe in an essence, provides a sense of freedom to millions of people, to transfer money and fulfil their needs and dreams instantly -- big or small.
The new identity represents the energy and optimism of this freedom. The idea of collective growth and the joyous bursts of colour & movement express the confidence and delight of smooth, seamless financial transactions.
PhonePe's vibrant toolkit integrates the brand's visual, motion & sonic identity across different interactions — from in-app experiences to OOH advertising and radio ads. The system encourages creative play to suit myriad communication scenarios, and caters to the now and the future.
Features
Logo Refresh
The refreshed PhonePe logo builds on the original logo, adding characteristics that amplify its confidence and warmth, and are bolder in terms of visibility.
The Beam
Always moving forwards & upwards, the Beam is a flexible yet consistent brand marker for PhonePe. It works like a charm with static media like images or illustrations and moving media like video or digital. Consistent in form, the variations of size, colour, movement & composition allow The Beam to adapt and express the brand dynamically.
PhonePe Movement
With a screen-first focus, PhonePe's motion behaviour is built around the principles of bold, smooth and joyful movement. A toolkit of animation guidelines, custom transitions and effects provides the brand the ingredients to build engaging branded content.
The Sounds of PhonePe
Sonic Identity:
The sonic identity uses auditory cues to express the optimistic & inclusive character of the brand.
60-sec Mastertrack:
The brand mastertrack is a composition that captures PhonePe’s ambitious vision of Collective Progress with ascending energy and richness.
Logo signature:
The brand mastertrack is a composition that captures PhonePe’s ambitious vision of Collective Progress with ascending energy and richness.
App notification:
The cue for notifications draws from the sonic universe and is engineered to cut through the ambient noise in the environment.
The vibrant universe of Asia’s fintech sector is one to watch out for over the next decade and we’re proud to have worked with one of the biggest players in India in a year like 2020.
