Brand Identity Design for Mercurie

Market Research | Brand Strategy | Messaging | Visual Identity | Brand Guidelines

In 2024, African businesses were growing fast but struggling with an old problem: paying for digital tools in foreign currency. Currency conversion fees and volatile rates turned every SaaS subscription into a costly gamble. Mercurie spotted the opportunity to fix this — starting with Adpay, enabling Nigerian businesses to pay for Google Ads in Naira. Within months, over 2,000 businesses joined.

But success brought a new challenge: Mercurie had outgrown its identity. What began as a single-product solution was evolving into an ecosystem powering Africa’s digital economy. The brand needed to grow up fast.

We repositioned Mercurie from a payment solution into a financial enabler — a company accelerating Africa’s digital economy by helping businesses pay, scale, and compete globally.

From: “Pay for your subscriptions locally.” To: “Empowering Africa’s digital economy through financial sovereignty.”

The brand became a symbol of trust and progress — reflecting Mercurie’s role in connecting Africa’s businesses to the global market.

Brand Strategy & Positioning – defined Mercurie’s role as the infrastructure for Africa’s digital economy.

Visual Identity System – inspired by the Naira’s patterns and textures, symbolizing trust and familiarity.

Logo & Colour System – clean, modern, and adaptable for future product verticals like SaaSpay and Cloudpay.

Design Language & Guidelines – scalable visual rules for digital, print, and motion use.

Messaging Framework – clear, confident language that balances local pride with global ambition.

The rebrand unified Mercurie’s expanding ecosystem under one powerful identity — one that speaks to credibility, innovation, and cultural resonance.

Internal alignment across teams under a single, scalable vision.

Increased trust and recognition within Nigeria’s fintech landscape.

Stronger foundation for pan-African expansion and product growth.

Mercurie now stands not just as a fintech brand — but as the financial backbone for Africa’s digital future. View the full project