Connect With Africa
PawaPay unifies mobile money across Africa through a single API. A genuinely ambitious brand proposition that operates across diverse markets where mobile-first is the default.
Working with brand designer Andrew Cavanagh, I led the art direction of the full motion identity, translating the brand's strategic positioning into a coherent visual language. That meant defining the motion principles that give the brand its character, establishing motion curves and how the typography moves and behaves and also creating a system logic that ensures consistency across every digital touchpoint.
For key visual production I developed a generative workflow that allowed a single creative vision to be extended across the brand resulting in a motion identity that carries the brand with depth and cohesion.
Working with brand designer Andrew Cavanagh, I led the art direction of the full motion identity, translating the brand's strategic positioning into a coherent visual language. That meant defining the motion principles that give the brand its character, establishing motion curves and how the typography moves and behaves and also creating a system logic that ensures consistency across every digital touchpoint.
For key visual production I developed a generative workflow that allowed a single creative vision to be extended across the brand resulting in a motion identity that carries the brand with depth and cohesion.