INSTANTIAPAY

Becoming the FX platform of choice for SMEs

InstaniaPay, a global FX exchange, risk management and payments company, set out to provide SMEs with a simpler way to manage currency exchange and make more informed decisions around FX hedging. I partnered with them to bring this vision to life by developing a clear brand identity, a compelling brand narrative and a cohesive design system.

I led a comprehensive overhaul of the existing platform to create a more visually cohesive and intuitive user experience. This included shaping the brand across the platform, defining high-level user flows both on and off the platform and delivering a unified design system.

To ensure long-term consistency and strategic alignment, I also oversaw the development of a brand book to guide the organisation’s design and communication efforts.

Results – A new brand identity, brand book and a design system were developed and implemented within just 8 weeks.

The resulting design system established a clear and consistent brand presence, improved platform intuitiveness, strengthened
user flows across touchpoints