A brand identity for cardless, cashless payments

BreezePay is a cardless digital payment platform integrated with Access Bank through the AccessMore mobile app and USSD channels. It lets people pay at POS terminals, in online stores and at participating merchants without a physical debit card.

As a new product in a crowded payments market, it needed an identity that would stand apart from competitors, hold a consistent visual language across every touchpoint, and be able to grow with the product.

I worked on BreezePay as art director and graphic designer at Disrupt DNA. I began with market research to find the product's distinguishing strengths and its target audience, then developed the corporate identity and style guide, working with product managers, the marketing team and executives so the brand matched the company's direction.

The mark joins two ideas: swapping arrows for a swift transaction, and a tick for success, efficiency, trust and reliability. Its two halves stand for a successful outgoing payment and an equally successful incoming one.

I explored several directions before settling on the final mark, including a monogram of a lowercase b and p. The system pairs the Mont typeface with a turquoise palette, lime and yellow accents, and bright, people-first photography.

The style guide carries the identity into advertising templates, signage, merchandise, print and out-of-home, so it can be extended as the product grows.