PayU is a leading payment services provider in 16 growth markets worldwide. While at Huge, I led the redesign process of its digital presence, looking to transform it into a cohesive experience for a diverse customer base across four continents.

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

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