AwiPay is a digital wallet that allows Caribbeans consumers to easily manage their day to day financial needs. It saves people time and energy and connects them to a variety of services under one roof.
AwiPay was founded because Caribbean access to mobile and internet technology is growing rapidly. Society has begun shifting from cash to credit. Digital payments will inevitably become a necessary utility. AwiPay has the opportunity to lead the charge as the first Caribbean digital wallet.
They came to us because they needed to do a complete overhaul and redesign of their app. They had the technology and the team down pat, but they decided to go scrappy in the beginning and made their design…*gulp*…. in Powerpoint.
Would you be excited to use that app?
Would you truly believe that they were about to transform an entire country, region, and industry?
Would you trust them with your personal financial info and ID?
You can’t put your finger on it, but something isn’t quite right. The team knew they could do better but didn’t know where to start. That’s where we came in.
We understood that the reason the design wasn’t hitting was because of: poor color harmony, inconsistent styling, no real visual rhythm, an archaic design system. It really feels like something from the 90s that was made in Microsoft paint.
But sometimes the value-add of the product is SO strong that poor visceral design doesn’t stand in the way.
But in today’s economy, people expect beautiful and delightful design. Especially if you’re trying to take market share from big household brands. So we wanted to help AwiPay develop a brand identity and design system that matched the power and esteem of the mission.
Send and receive money
AwiPay lets you link your bank to send or receive money to anyone in your contacts. You can use their phone number, bank account, or QR code. You’ll also have access to our online banking and budgeting tools.
Refer Friends for Rewards and Prices
Invite your friends to join the app and get rewards and prizes points that you can exchange for coupons and great deals at your favorite stores, businesses, and restaurants.
The goal of this project was to give AwiPay foundational brand marketing assets. But before jumping into the asset design, we needed to create a brand strategy to underscore all of our efforts.
We started the branding process with a design workshop. We worked with them to outline their brand values and positioning using the CORE Discovery method. This helped define:
Sales and Partnerships Assets
To design the rest of the assets we needed, we had to first understand their marketing funnel.
We started by defining all of the various use cases where marketing materials were needed and how they are going to be used.
The two primary use cases were:
- Partnerships and business development
- Marketing and advertising to consumers
On the partnerships and biz dev front, they needed assets to support their sales presentations, pitches, and email marketing. So we designed:
- A Pitch Deck
- Templates for Sales Docs and One Pagers
Social Media Assets
On the marketing front, they needed a full social media kit. This would make it so their campaigns would be immediately recognizable. So we designed.
- Cover photos
- Story posts
- Feed Posts
- Video templates
- App Store Assets
We created dedicated templates for all the different types of content they’d be publishing. We also designed several variants with different color themes to create visual diversity and reduce redundancy.