What happens when a fintech stops being the product and becomes the infrastructure behind it? That was the challenge with FossaPay. It had evolved from a consumer cross-border wallet into payment infrastructure for neobanks and businesses in Africa, but its mascot-led identity still communicated a consumer product. The brand needed to signal a shift from “send money” to “build on this.” We rebuilt the identity around that idea. The stacked F shaped mark represents the API as the foundation, with businesses and neobanks building on top. Poppins connects the brand to its developer ecosystem, while Qairo adds an established character to “Pay.” The goal was to make the evolution visible: from a product people use to a layer others build on. Working on a fintech or product that has outgrown its identity? I help turn complex products into brands people understand at a glance. View my work on Contra and let’s talk.