PayU is a leading payment services provider with a presence in 16 growth markets across the world. While at Huge, I was tasked to lead the redesign process of its digital presence, looking to transform it into a cohesive experience for a diverse set of customers across four continents.

From a competitive landscape analysis, we came to the conclusion that the brand needed to differentiate itself from other financial products and services, often with cold, impersonal websites, muted tones and very little distinctiveness.

The final result is a flexible and modular platform, with a bright, cheerful colour palette and fun characters. The outcome marriages functionality with a distinct visual personality that transfers effectively to different cultures, connecting PayU’s growing audience in one cohesive experience.