Branding & UI for a Tap & Pay Vertical of Pine Labs

Client Name: Pine Labs AllTap

Pine Labs AllTap, a revolutionary app for small merchants to immediately start accepting digital payments on their NFC-enabled smartphone without the need of any additional hardware. The ‘tap and pay’ feature within the app is secure and is certified by PCI Security Standards Council (PCI SSC), RuPay, Visa, Mastercard and Amex.

Pine Labs approached me to create a distinctive identity for their AllTap application that would align with their existing brand while standing out in the competitive payment solutions market. The challenge was to maintain brand continuity while introducing a fresh perspective.

From the ground up, I created a cohesive brand identity for their AllTap app. This involved developing the logo, a full suite of brand collaterals, app screens and brand guidelines. My approach ensured that the UI aligned seamlessly with the brand’s visual identity, creating a consistent and impactful experience for users.

I refined the iconic Pine Labs green by blending it with a vibrant blue, a color associated with trust in the payments industry. This gradient ensured a strong visual connection to the parent brand and enhanced recognition in a crowded market, adding a layer of familiarity crucial for a financial app.

In addition to shaping the visual identity, I designed the initial UI screens with a strong focus on creating a user-friendly experience that aligned with the brand’s sleek, trustworthy, yet approachable tone. My role extended beyond just the interface design—I developed comprehensive brand guidelines that included detailed color usage, typography, iconography, and interactive components. This ensured consistency and a seamless user experience across all touchpoints.

The brand guidelines were later adopted by the internal Pine Labs team, allowing them to expand the platform while maintaining a cohesive user experience across all future iterations.

Through this project, I was able to blend branding and UI to not only create a visually appealing product but one that resonates with users and strengthens Pine Labs' position in the market.