Brand Identity Design for Mercurie

Paul Kelly

1 collaborator

Work done:

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

About the Project

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.

The Strategic Shift

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.

What We Built Together

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 Results

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
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Posted Mar 9, 2025

Mercurie is a FinTech platform that empowers African businesses to pay for their subscriptions in their local currency.

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Views

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Timeline

May 9, 2024 - Jul 15, 2024

Clients

Mercurie

Collaborators
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Logo Design Collection
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