FinTech Startup Rebranding

COMPANY OVERVIEW

ROLE

Paymonths was building Korea’s first Buy Now, Pay Later platform. Without relying on traditional credit scores. They used machine-learning–based alternative credit scoring, opening access to users and businesses typically excluded from conventional systems.
The problem?
Their brand and product experience didn’t communicate that difference. The visual identity felt generic for a product that was quietly radical. I was brought in to define how trust, inclusivity, and intelligence should feel—and translate that into a cohesive brand and digital experience.

Sole Product Designer
Branding Intern

TOOLS

Figma and Wix

DURATION

10.2020 – 12.2020

REBRANDING OBJECTIVES

Traditional financial products lean rigid, heavy, and intimidating. Paymonths needed the opposite—confidence with warmth. My rebrand focused on:

Goals

Discover and highlight the differences of Paymonth's service compared to other financial services.
Embody the embracing tone of voice in the vision of Paymonths and integrate it into its visual branding.

Visually differentiating Paymonths from traditional financial services
Reinforcing an embracing tone of voice across brand and UI
Supporting users with varying financial literacy levels

Goals

Discover and highlight the differences of Paymonth's service compared to other financial services.
Embody the embracing tone of voice in the vision of Paymonths and integrate it into its visual branding.

MY ROLES

Brand strategy & visual identity
Logo redesign & symbol system
Color, typography, and illustration language
Website UX/UI (desktop + mobile)
Early-stage B2B product UI

Goals

Discover and highlight the differences of Paymonth's service compared to other financial services.
Embody the embracing tone of voice in the vision of Paymonths and integrate it into its visual branding.

Logo Re-design

Original logo

→

New Logo

REFRAMING TRUST

The original logo lacked visual weight and cohesion. I redesigned the logo to feel grounded, stable, and intentional, while keeping it approachable.

Goals

Discover and highlight the differences of Paymonth's service compared to other financial services.
Embody the embracing tone of voice in the vision of Paymonths and integrate it into its visual branding.

The primary color shifted to a deeper seafoam, increasing perceived reliability without defaulting to black
Harsh black was replaced with an almost-black seafoam to soften contrast while maintaining legibility
The result balanced seriousness with approachability.

Goals

Discover and highlight the differences of Paymonth's service compared to other financial services.
Embody the embracing tone of voice in the vision of Paymonths and integrate it into its visual branding.

Paymonths Main Color

Their logo and their main color were changed to a deeper tone of their seafoam. The goal was to weighten the sense of trust and dependability.

New Logo Colors

The black color in the original color was replaced with an even darker sea foam that is close to black. This reduced harshness while maintaining a solid contrast between the two colors.

MOON SYMBOL

The meaning: The moon represents payment cycles. The term linguistically connects to the Korean word for month, “dal” (달).

Shape change: Enlarged and anchored the moon to the vertical stem to improve visual stability and elevated the symbol from decorative to structural so it could scale confidently across products.

Matched the moon’s curve to the counter of the “P” for continuity.

Logo Types

NEW LOGO

ICON VERSION

ALTERNATIVE VERSION

COLORS

The palette was intentionally restrained. The colors were used to support comprehension in complex financial contexts.

Primary

Secondary

Tertiary

Text

Primary: Deep seafoam (trust, continuity).
Secondary & tertiary reminder colors: Used sparingly to guide attention and hierarchy.
Text color: Tuned for long-form readability, not just contrast compliance.

ILLUSTRATIONS

TYPOGRAPHY

KOREAN TEXT

A typeface that softens the angles while highlighting rigidity in the lines, the Nanum Square font was a great fit for the all-embracing FinTech brand.

ENGLISH TEXT

Poppins Semibold: Used selectively for headers and emphasis.
Its rounded forms offset the rigidity of Korean text. It also created rhythm and visual contrast without overpowering content
Typography played a major role in making financial information feel less intimidating.

Main Website Re-design

ORIGINAL

RE-DESIGN

I redesigned the site using continuous vertical scroll, allowing users to absorb the product story progressively.

Clear sectioning for vision, mission, and service explanation
Motion and timed interactions subtly guide attention
Illustrations reinforce concepts without over-explaining

Above are screens from the About section. Showcasing the company's vision and mission.

MOBILE VERSION

HOME

Timed ineractions are utilized in text positioning, patterns, and buttons (same as website).

• Logo collapses to icon for clarity and space efficiency
• Motion interactions preserved but simplified
• Information hierarchy tightened for fast scanning

ABOUT PAYMONTHS

The About flow could be accessed via the hamburger menu.

Pattern art that was in the website version is removed from the mobile version to emphasize simplicity and prioritize text legibility on a smaller screen.

The interactions subtly appear as the user scrolls. They are utilized in the section header icons, text positioning, illustrations, and buttons.

B2B Service UI Design

Financial tools for businesses are often dense and overwhelming. My goal was the opposite:
• Break complex financial actions into short, discrete steps
• Ensure no single screen requires more than ~30 seconds to understand
• Use hierarchy (color, spacing, typography) to guide decision-making
The biggest challenge was structuring information around money, deadlines, and risk without overwhelming the user. The UI emphasized progression, clarity, and confidence—so users always knew what to do next.