PROJECT OVERVIEW
At Paytm, we were involved in designing various visual assets, including icons, illustrations, and motion graphics for product catalogs, promotional offers, and campaigns.
Our work aimed to enhance user experience and strengthen the brand’s visual identity across digital platforms. We also played an integral role in shaping the branding for Paytm Payments Bank and Paytm Gold, where we developed clear design guidelines, carefully selected color palettes, and maintained visual consistency in elements like strokes, composition, and overall style. This helped ensure a cohesive and professional look across all materials and touchpoints.
Sharing some of our highlighligts.
Storefront Paytm Team never had created any illustrations earlier as there was no definite guidelines on how to create illustrations for campaign communication.
We took this opportunity to establish a structure and guidance on how to create these illustrations for storefront team.
Deducing brand building blocks
We used primary and secondary brand colours along with their tint and shades as basic building blocks.
Since all of these illustrations were made on Adobe Illustrator, we created a brush stroke that would make them look unmistakenly a Paytm Illustration.
That made designers to adapt to the new illustration style very easily. They were able to achieve the same look and feel by simply adding brush pattern to their illustration strokes.
Creation of Illustration library
Explainer Videos
Motion adds more character and expressions to the illustration. It helps communicate more in less. Most of Paytm animations were infographical which needs to be subtle and informative for all age group and demography.
We knew changing shapes would be difficult because most of our shapes were either strokes or broken/incomplete curves (which we explicitly chose as illustration style).
Hence playing with layers was the best choice.
Paytm Gold:
As the agency responsible for communication design at Paytm Gold category, we played a key role in communicating a seamless, user-friendly experience for our customers to buy, store, and sell gold electronically. We designed the storyboard to address common concerns with traditional gold investment, such as storage costs and purity verification.
One of the key features we focused on was ensuring that users could start investing with as little as ₹1, making it easy for anyone to participate in gold investment.
After creating the story board and getting a hand-off from all stakeholders, we created this video in After Effects following Branding and Illustration animation guidelines.
Paytm Mall:
Paytm Mall was developed as an e-commerce solution to bridge the gap between hyperlocal sellers and nearby customers. Beyond just facilitating transactions, it aimed to empower small businesses by offering additional support, including infrastructure solutions like subsidized delivery costs, assistance with heavy logistics, and access to financial loans.
Our goal was to create advertising videos that communicated these unique features to both sellers and customers, highlighting how Paytm Mall could support local businesses in scaling their operations.