LAZYPAY// Brand Building

Project Year




Project type

Banking & Professional Services



The Background

The only thing Indian millennials love more than their smartphones, is shopping on their smartphones. They just can’t seem to get enough of it! And like everywhere else in the world, they want what they want and they want it now! The millions of transactions that happen in India on smartphones every day prove just how much they love getting what they want, when they want. But there were two problems with this situation:

1. Millennials tend to live from salary to salary, which means they don’t always have the money to SPEND NOW on the things they WANT NOW.

2. They’re so busy on their smartphones they don’t really have any time or money to spare doing the things they love.

Enter PayU India, one of India’s largest payment gateways, to the rescue of the millennials. They wanted to give them a solution that gave these millennials free money (for 2 weeks) in the fastest way possible, so they could get on with the other stuff they wanted to do.

The Brief:

Our Challenge was to build a brand that would stand out visually on any merchant check out screen, and also become a catchphrase for faster online payments. The clients coined the name LAZYPAY; a blend of the words ‘Later’, ‘Easy’, ‘Payments’, our job was to build a brand around it, and we had 32 x 32 pixels of icon space to do that in.

The Solution

Our solution started with the tagline ‘buying you time’ because that’s exactly what the brand was doing; letting you buy what you want now and pay for it later.

Next, we created a responsive, visual identity for the brand using the Fast Forward icon. This was a mnemonic to emphasize just how much time you were saving by using LazyPay to skip the extra steps and check out in less than 5 seconds.

This identity was then extended onto our checkout screens. In order to get customers out of the checkout process in less than 5 seconds, we broke down the steps to include only the bare necessities, bringing it down to a two-step process only.

But it doesn’t just stop there! Our identity was later extended onto their website and email communications to explain the product and its benefits, and remind customers to pay back what they owed.

By the end of it all, we even had a campaign that talked about how LazyPay was your Fast Forward button for all the things you wanted.

And that ladies and gentleman, is how we succeeded in creating a bold and vibrant brand language that had the energy and spunk of our target audience: the millennials.

LazyPay currently has 500 thousand downloads on the Google Play Store, with an estimated 1.5 checkout processes a week. If you do the math, we’ve saved people approximately 835 hours a month and counting…

Please See// giving you more time to do the things you love.