Menopays is a digital payment platform that empowers customers to make purchases and split payments into four interest-free monthly installments. With a vision to combat poverty across Nigeria and Africa, it offers instant credit solutions, bridging financial gaps for underserved communities. Through a dual B2B and B2C model, Menopays supports merchants and borrowers alike, fostering financial inclusion and promoting accessible, flexible purchasing options.

Ahead of their launch effort, the client approached me with an ambition to become the leading platform for micro-lending in the Nigerian market that connects customers to merchants that accept Menopays as a payment option. The continuous increase in mobile phone penetration in Nigeria presented a leverageable opportunity for Menopays with its vision of empowering digitally mobile people to live a more financially balanced life.

As the sole brand designer on the project, I led brand audit, competitive analysis, mood boarding, and identity creation. I also collaborated with Menopays' co-founders, and product and marketing teams to ensure the solution met the teams' needs and business goals.

The project goal was to conceptualize and develop a unique visual identity that encapsulates Menopays' business goals while setting the brand apart from rival brands in the market.

Illustrator, Photoshop, Aftereffects, Google Docs, Google Sheets.

The Menopays project lasted 4 weeks.

Menopays' customer-facing target audience was young adults between the ages of 22 to 45 earning at least N40,000 monthly and looking to increase their purchasing power in order to meet their immediate wants. Their business-facing target audience was merchants (shops, e-commerce stores) that accept Menopays as a method of payment. Put together, they formed Menopays B2C and B2B markets and presented an opportunity for brand differentiation through visual identity.

To fully understand Menopays’ current brand position, purpose, and aspirations, I conducted a comprehensive brand audit. This process evaluated key components such as the brand's values, mission, vision, unique selling proposition (USP), tone of voice, and narrative. Additionally, I assessed all identity assets, including the logo, color palette, typography, advertising materials, website, mobile apps, and social media presence. The audit provided a clear framework for rebranding discussions and informed a strategic, objective approach to addressing the brand’s challenges and goals.

I carried out competitor research on the top 6 Nigerian brands offering buy now pay later services targeted at the same audience segment. The research allowed me to assess the competitor's strengths and weaknesses while helping me to choose and implement effective strategies that will improve Menopays' competitive advantage in the marketplace.

Menopays' competitors

After reviewing the brand strategy which centered on financial freedom, technological advancement, and customer relevance, I set out to lay the foundation of Menopays’ visual identity. At the center of the identity was a quest to demystify finance, lending, and money in general so as to bring the brand closer to its customers. Drawing insights from the brand audit and competitive analysis, I looked for opportunities to visually differentiate the Menopays brand.

The new brand identity was conceptualized from common finance and spending visualizers like a pie chart and a coin. These were used as simple and relatable building blocks for the logo. Paired with Qanelas, a modern sans serif font with a somewhat quirky personality, the new brand identity was built on the combination of a financial marrow and an empathic shell.

Orange was chosen as the primary color to capture the free, creative, and adventurous spirit of the target audience while also serving as a key differentiator between Menopays and competitors.

The new graphic system consisted of several components such as the quarter donut chart dubbed the M-quarter, the coin, and the quarter pie. The system was also designed to be easily scalable for different types of layouts.

Put together, the new visual system helps Menopays communicate its vision of humanizing the digital borrowing experience and the improved living standards this could bring about.

Some initial Menopays' logomark exploration

Brand design often teeters on subjectivity, but insights and research help anchor decisions in strategy. For Menopays, I prioritized data over assumptions to craft a distinctive visual identity. In a market saturated with blues and greens, the bold choice of orange, complemented by subtle tints, reflected the brand's personality and resonated with its audience. After introducing the new identity system, the Menopays team began redesigning their web and mobile platforms, ensuring a cohesive rollout that aligns with their updated brand vision.

"Functional, audience-specific, and adaptive, the new identity captures just what we had in mind for the Menopays brand." – R. Odumosu, Co-founder, Menopays