Connect With Africa
PawaPay unifies mobile money across Africa through a single API, operating across a variety of markets where mobile-first is the default. Working alongside brand designer Andrew Cavanagh, I developed the motion identity. The brand's character already lived inside the logotype. Bold and confident, with a flowing ‘W’ that expressed the ease and rhythm the app enables. This carried into motion with a clear reference point.
For key visuals the brief called for some specifics such as golden hour light, rich tones, vivid colour, deep contrast. Africa is a vibrant and dynamic frontier of merchants, workers and retailers. Using Figma Weave, I developed a generative workflow allowing me to iteratively direct decisions about quality, camera angle and lighting. This approach allowed for a single creative vision that extended across the brand at a scale conventional production wouldn't have made practical.
For key visuals the brief called for some specifics such as golden hour light, rich tones, vivid colour, deep contrast. Africa is a vibrant and dynamic frontier of merchants, workers and retailers. Using Figma Weave, I developed a generative workflow allowing me to iteratively direct decisions about quality, camera angle and lighting. This approach allowed for a single creative vision that extended across the brand at a scale conventional production wouldn't have made practical.