Pi by Paytm
Paytm is the largest fintech you’ve never heard of.
It's India's super-app for cashless payments, launched long before Venmo or Apple Pay. Backed by Berkshire Hathaway and SoftBank, Paytm scaled rapidly, revolutionizing India's economy and providing digital wallets to millions. But explosive growth came with a cost: They became a magnet for fraudsters.
Pi is Paytm's in-house fraud and risk management platform, protecting against bad actors and preventing millions in losses annually. When other fintechs faced similar challenges, Paytm saw an opportunity to scale Pi into a standalone SaaS product. I was brought on as Creative Director to build Pi's global brand identity from the ground up and lead its North American launch—from naming and visual identity to go-to-market strategy and product design.
-
Pi by Paytm
-
Global Brand Identity
& North American Launch -
Fintech / SaaS
Every time I see a 3-page stylesheet passed off as official brand guidelines, I laugh.
✓ Logo system with variations + usage guidelines
✓ Brand photo library with 200+ edited, ready-to-use photos
✓ Custom icon library with 120+ cohesive icons
✓ Extensive color palette, plus expanded version for product team
✓ Custom brand illustration library for marketing team
✓ Copywriting and brand voice guidelines
✓ Brand strategy — with brand promise, pillars, and value props
The depth of a brand’s identity lives in the details. A font choice means nothing without a full type stack or situational examples. Photography direction falls apart without clear rules around modeling, lighting, point of view, effects, and scale. Icons need usage guidance. Social copy needs a voice. And everyone on the team needs to know what the brand actually stands for.
That's what a brand book is for.
The Pi Brand Book had to account for a global market and a team working across multiple countries. After redesigning the brand, I built this 84-page document from the ground up — then kept evolving it, eventually expanding to include Japanese fonts and product design guidelines. The result: less spinning, more creating.
During my time as Pi’s creative director, I worked alongside a four-person marketing team and led a nimble group of freelance creatives to build and run the brand. Here’s a taste of what we made:
✓ Google Slides template for company-wide use
✓ Drag-and-drop pitch deck for sales team
✓ Multiple campaign landing page templates
✓ Figma library for marketing + product teams
✓ Custom website design with scroll-triggered animations
✓ Event materials (e.g., backdrops, pull-up banners, handouts)
✓ Gorilla / stunt marketing — ask me about mailing pagers!