GoPay Branding

Revolutionizing Indonesian Finance: The New GoPay

Although GoPay has been a long-standing choice among Gojek customers, the new product aims to extend its reach beyond the existing customer base while remaining within the same ecosystem. Repositioning the brand is essential for GoPay as it seeks to serve a new user base, and design plays a significant role in this transformation. Our goal is to offer customers a fresh experience through revamped communication and every interaction with the brand, including the product.

Approach:

We began the design problem statement following the conventional approach of research, strategy definition, design, and testing. However, during this process, we encountered numerous additional challenges that required us to think beyond the usual procedures and innovate based on various requirements. Our approach commenced by grasping the fundamental visual elements and shaping the brand identity around them. We crafted a distinctive brand system built upon custom typography and a unique color palette, extending this design to all other elements.

My Role :

• Assembling the team:

  In the role on the project, the task was to evaluate what the project needed and assign the right designers to various tasks. This included managing different design-related aspects and making sure resources were used efficiently for better productivity. Additionally, recognizing the need for external contributors like type studios and photoshoots played a big part in bringing diverse skills and resources to the project.

  
  

• Creative Direction:
  The project encountered constant changes in requirements and shifts in the target customer base based on new findings from the research team. Additionally, we tested the existing GoPay with users and collected valuable insights on perception and recall. These factors laid a solid foundation for the process and framework to guide the team members.

  
  

• Stakeholder Management:

  Since every team was engaged in branding, there were numerous stakeholders with diverse requirements. Identifying and consolidating these requirements, as well as deriving design solutions, played a significant role. Furthermore, justifying how each design direction could address multiple problems was essential. We held multiple brainstorming sessions to explore various design directions and collectively made decisions on each.

Solution:

The Gopay rebrand resulted in a fresh and unique identity, distinguishing it from competitors and creating a consistent visual style across different areas, which unified the brand's image. This transformation not only gave Gopay a contemporary and memorable look but also ensured a cohesive image across various platforms and functions.