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ZestMoney

Brand + campaign design; design lead, BNPL Report 2022 · Nov 2021 – Apr 2023 · Bengaluru, India

  • Managed 2 designers
  • 52-page report
  • One voice, every channel

Gave a fintech one voice, from testimonials to the sales deck

THE BUSINESS PROBLEM

EMI is a spreadsheet until someone talks like a person. Zest needed one voice that could hold a testimonial, a travel meme, a contest and a sales deck.

WHAT I SOLVED

Set the brand language used across social, contests and decks, and managed two designers to ship the 52-page BNPL Report 2022.

All marketing design, sales enablement, presentations, branding — and design lead on the BNPL Report 2022, a 52-page report I built with two designers I managed. The wall of Zestimonials is the proof language. The rest is how that voice behaves on a Tuesday: travel series, contests, product lists, art memes.

Same green, same voice — whether it’s Friends or a Dutch painting.

Result: Led a three-person design team to ship the 52-page BNPL Report 2022, alongside the brand voice used across social, contests and sales decks.
  • BNPL Report 2022
  • Brand language
  • Campaign social
  • Contests
  • Sales decks

01The BNPL Report 2022 — The Era of EMIs

THE PROBLEM

ZestMoney had a year of data on how India buys now and pays later. Left as a spreadsheet, it was a board slide. It needed to be something press, partners and merchants would actually read.

WHAT I DID

I led design on the 52-page report with two other designers I managed: set the look and the page system, split the chapters between us, and kept every spread on one voice. Chapters open on a full-bleed green line — Let’s take this offline, We know you(th) — and every number gets a picture, not a table.

BNPL Report 2022 — spreadsBNPL Report 2022 — spreadsChapter opener — Let’s take this offlineChapter opener — Let’s take this offlineContents — The era of EMIsContents — The era of EMIsThe festive season in numbersThe festive season in numbersThe year EMIs came callingThe year EMIs came callingTier II cities, festive fervourTier II cities, festive fervourGenZ vs MillennialsGenZ vs MillennialsChapter opener — Let the festivities never endChapter opener — Let the festivities never endChapter opener — We know you(th)Chapter opener — We know you(th)

02Zestimonials

THE PROBLEM

Fintech social turns into screenshots of a 4.5 star rating. That is not a brand.

WHAT I DID

A named wall. Faces first. The product is in the caption, not the layout.

Zestimonial coverZestimonial coverA face, not a quote boxA face, not a quote boxAnother voice from the wallAnother voice from the wall

03Types of travelers

THE PROBLEM

BNPL at the airport is a lecture unless it borrows a room people already love.

WHAT I DID

Friends as traveler types. Cover on the fountain couch, then the Perfectionist, the Unpredictable One, the Fashionista. Same grid, same doodle language.

Types of Travelers — coverTypes of Travelers — coverThe PerfectionistThe PerfectionistThe Unpredictable OneThe Unpredictable OneThe FashionistaThe Fashionista

04Campaigns that had to move money

THE PROBLEM

Contests and lists die if they look like performance ads. They still have to feel like Zest.

WHAT I DID

Travel Tales, Super 10, phones under 30k, tax-season playlist, museum memes for Travel Fest. One system, different temperatures.

Travel Tales contestTravel Tales contestSuper 10 — bill could be zeroSuper 10 — bill could be zeroPhones under ₹30,000Phones under ₹30,000Songs to file your taxesSongs to file your taxesTravel Fest memeTravel Fest memeD2C deck openerD2C deck opener