Paydia is a payment service provider with a wide range of products designed to simplify digital transactions. Luneth 027 was entrusted to shape its visual identity into something cohesive, modern, and human, a design system that could orbit seamlessly across all brand touchpoints.
When we began, Paydia’s visual communication was scattered and inconsistent. There were no clear guidelines or visual anchors connecting its marketing materials, product interfaces, and corporate presence. Our first mission was to define that gravitational center, a unified identity system that could bring clarity and direction to the brand’s universe.
Approach
We collaborated closely with the Director, Business, and Marketing teams to uncover Paydia’s core values and translate them into visual form. The goal was simple: to present Paydia as a trustworthy friend in the digital space, approachable, credible, and adaptable.
Design Solution
We refreshed Paydia’s existing palette to achieve a cleaner and more contemporary tone while preserving its recognizable energy. For typography, we paired Sora as the primary typeface, adding distinct character and warmth, with Switzer, a balanced and versatile complement for UI applications.
Paydia’s illustration system draws inspiration from comic-style outlines blended with soft gradients, creating a friendly and expressive visual language. Human characters serve as the emotional bridge between Paydia and its users, reinforcing the brand’s approachable personality.
Implementation
As a digital-first company, Paydia’s identity was designed to scale effortlessly across multiple platforms, from mobile apps and merchant dashboards to marketing materials and the official website. Every element was built to ensure harmony, adaptability, and consistency across the Paydia ecosystem.
