Merging multiple brands into one payment associate for businesses.
As the brand design lead at Payourse for the past two years, I've had the privilege of witnessing our company's remarkable evolution firsthand. During my tenure, we've grown from a crypto-focused startup to a comprehensive financial solutions provider, serving both individuals and businesses across Africa. This journey culminated in our recent rebranding project, where we transformed Coinprofile into Partna. This initiative was not just a cosmetic change, but a strategic move to align our brand with our expanded vision of being a reliable partner for daily transactions and empowering Africans to participate seamlessly in the global economy
Project Team
Brand Strategy - Ameji
Visual Identity Design
Ameji
Illustration Design - Rukhayat Orekoya
Building a "different" kind of visual identity in a boring industry.
Our rebranding process was comprehensive and user-centric. We began with extensive market research and analysis of our current brand limitations. This informed our new brand positioning, encapsulated in the name "Partna," which emphasizes our role as a financial companion. Our creative team then developed a distinctive visual identity, including a unique logo representing the merger of all financial services, a vibrant color palette, and expressive typography. We also created a character system to connect with our diverse audience. Throughout the process, we focused on creating a versatile brand that could speak to both individual users and businesses, reflecting our shift towards a B2B orientation while maintaining our B2C appeal. The final step involved compiling detailed brand guidelines to ensure consistent application across all touchpoints.
The Partna of today!
The rebranding project proved transformative for Payourse, with the most significant impact being the seamless transition from a primarily B2C focus to a strong B2B orientation after my departure from the company. The new brand name, "Partna," demonstrated versatility in resonating with both individual users and businesses, enabling the company to expand its market reach effortlessly. This shift opened doors to new partnerships and business collaborations, particularly in the B2B sector. The refreshed visual identity, including the distinctive logo and vibrant color scheme, enhanced Partna's credibility with corporate clients while maintaining appeal to individual users.
