PROJECT
PexPay
ROLE
Creative Direction
DATE
February 2022
TEAM CREDITS
Clement Trodoux
Janelle Qua
Due to regulation challenges, the Pexpay brand was developed to be an independently operating on-and-off ramp fiat platform, in order to conduct services separately from the Binance brand.
With this opportunity came the chance to relook at how we could reach the segment base who were looking to buy crypto with conventional fiat currencies – the most valuable method of acquiring high LTV users.
With the new strategy in place, we set out defining a unique visual system for the brand identity, from colors to the construction of illustrations, to represent the casual and relatable brand voice of Pexpay.
