Pesa Brand Identity

Pesa is an app that enables migrants to move money across borders for different purposes that matter easily - from celebrations to emergencies without delay and hidden fees.

They reached out for a rebrand to seek clarity in their brand strategy and come up with a visually appealing identity system that reflect the essence of the brand in the best way possible.

To bring all these to life, I collaborated with a team of brand strategists, motion designers, and illustrator at FourthCanvas to create a scalable visual identity system that expresses the brand's narrative. The visual system was strategy-informed and adopted by product designers, website designers, and motion designers. We built the entire design system around the visual metaphor of a perspective door to reinforce the concept of borderless payments. You can check the full story behind the case study on FourthCanvas' website.

The challenge at this point was rooted in the uncertainty that beclouds the initiation of any creative project - that empty canvas syndrome. We were able to overcome it as we allowed the process to take its full course, letting go of any form of rigidity. When we did that, we gained some clarity and things started taking shape gradually.

One of the things I would take from this project is how adaptive its creative process was. That process birthed what I would refer to as a scalable visual identity system, which I mostly took charge of with the help of all the members of the creative team at FourthCanvas. Till today, I am still impressed by how the creative team at Pesa use the visual identity system, reimagining it while adhering to the standards we established.