fragile value & electric graphics for connecting force of payment product
(TBC design direction) artem taradash, misha gusev
(comms design) tanja waltz, ekaterina nikiforova
(pm) rita medvedeva, alexandra sitnikova
(product & web) basit tashmukhamedov, mariiam bakirova, ruslan molchanov
(marketing owners) nodira sultankhodjaeva, dmitry frolov
payme business
design system
comms design
in-app & web comms
team leading
supervision
payme business allows entrepreneurs to receive payments via QR code. While the B2C product focuses on sending money anytime, anywhere, the B2B offer shifts the perspective toward the professional side of everyday payments.
I defined design system that combines a low-key approach with a documentary sight on a common life. I kept the system intentionally simple and straight-forward, while remaining rooted in local culture and real business environments.
My task was to define a visual style and communication approach for B2B offers. I began by mapping visual directions that could balance cultural context with the playful tone that is native to payme.
A prompt kit for AI-generated assets solves three key challenges: spreading the concept across teams, maintaining visual consistency in ongoing communications, and improving production speed.
Ceramic objects elevate even the simplest items — from nail polish to everyday tools — while a clearly defined production technique allows designers to generate assets quickly without losing quality or coherence.
Segmentation emerged from the verbal comms strategy. The product addresses both small artisans and growing businesses.
For the first group, key visuals may exist almost as standalone pieces — emphasising craftsmanship and the beauty of handmade work.
For larger merchants, the volume of communication allows us to experiment with rhythm and composition. Simplified objects — without this enrighment of ceramics — become graphic statements through repetition and collage techniques familiar to the core payme visual language.
The QR code becomes a central element — effectively replacing the traditional counter desk
At the same time, I wanted the system to remain flexible. By combining payme typography and colour, the QR-line motif (which is still a payme visual element) and a shared graphic approach, the materials can vary widely while still belonging to a single visual language.
I designed the system to allow exploration within a defined framework. To both remain adaptive and follow art direction. To experiment with new audiences and different visual accents within the same medium.
To be designer in its original sense, for god's sake.