1. Identifying Purpose

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Insider's brand purpose is to make every day, less everyday. They inspire their users to try something new in the form of events and experiences.

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Paytm aspires to bring Indians to the mainstream economy by providing secure and fast payments.

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Instead of merging the two styles, we developed a new system that drew inspiration from the best attributes of both - insider's boldness with Paytm's stability. Our intent was to create something unique and stimulating that retained the essence of both brands​

‍2. Developing the logo system

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A clean sans serif typeface with a bolder weight to complement the Paytm logo.

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We modified the typeface to work well with the existing Paytm mark and Insider.in's heart + tick icon. We used lowercase to make the brand feel casual and more approachable. We rounded the edges of the heart icon while retaining its original aesthetic and recognisability.

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3. Building the brand: the colours

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We retained the Insider.in pink and the Paytm blue and combined them to make the Paytm Insider navy. These three primary colours are supported by six contrasting secondary colours. When combined well, these colours allow us to express playfulness and vibrancy of the brand.

4. Building the brand: the typography

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Primary typeface: Basis Grotesque Pro has an intentional skeletal similarity among the weights that prompts an otherwise truly diverse clan of types, ranging from Medium to Black with corresponding Italics.

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Secondary typeface: Korolev's condensed font adds a much-needed pop when used as a headline. This font is a tool for emphasis - the narrow letters provide impact and an element of sophistication.

The image above is the type-scale. We maintained an increasing font size ratio of 1.33 px rounded up to the nearest number.This created uniformity in all collateral and reduced time spent on finding the right typography balance.

5. Building the brand: the brand patterns

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Colourful, textural, and tessellated patterns express the brand in a dynamic way.

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Patterns allow us to be abstract while preserving the spirit of Paytm Insider. When communities see our patterns, they should feel instantly connected with us.

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Our patterns are vibrant, emotional, and full of character. They can be practical or experimental.

Supported by the design team, I worked with our internal creative and marketing teams to promote the new brand at all touch points. We created large and small scale campaigns, outdoor advertisements, brand installations and displays, and merchandise to distribute at events.

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Insider Freeze - the 180° photo booth

We created an immersive brand experience at the outdoor event, ‘Epic Fam Jam’, India’s biggest festival where fans can meet and interact with their favourite Instagram and TikTok influencers.

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Epic Fam Jam is the meeting ground for fans and social media influencers, and 'Insider Freeze', the 180-degree photo booth was designed to capture this moment in a unique way while increasing Paytm Insider's visibility.

We developed an extensive library of brand assets. For our instagram stories, we made fun stickers, several received 86+ million views on Giphy. These brand-themed and call-to-action stickers add consistency and playfulness to our Instagram stories.

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For our offline marketing, we created and distributed merchandise such as stickers, bookmarks, shopping bags and notebooks. These add value to our audience's interaction with the event and increase Paytm Insider's brand recall.