FINTECH
SERVICES
Branding
Art Direction
Multimedia
Illustrations
YEAR
2022
Headquartered in New York, the platform serves millions of users worldwide, with a strong focus on improving financial access in underserved communities.
THE CHALLENGE
As Paxful continued to grow, its brand no longer reflected the diversity of its global community or its evolving vision. The goal was to create a new identity that felt authentic, culturally inclusive, and scalable while strengthening its position as a trusted global fintech brand.
THE SOLUTION
Starting from the ground up, we developed a comprehensive brand strategy informed by user research, market insights, and cultural influences from around the world.
From concept development to final execution, I helped lead the rebrand across multiple touchpoints, ensuring consistency throughout the rollout. The refreshed identity played a key role in supporting Paxful's growth, helping the platform expand from 5 million to over 12 million users while strengthening its global brand presence. Together with my team, we brought the refreshed visual direction to life across social media, illustrations, app previews, and presentation templates—creating a more cohesive brand experience that strengthened recognition and engagement across digital touchpoints.
SOCIAL MEDIA
OTHER BRANDED ASSETS
ILLUSTRATIONS
