Laybuy is an innovative global payment platform that empowers both consumers and merchants to shop smarter and more flexibly. As the kiwi-founded buy now, pay later provider entered a new phase of growth in an increasingly competitive landscape, the brand needed a bold evolution to reflect its ambition, confidence, and market maturity. I steered the design direction of this rebrand, guiding our in-house design team and collaborating closely with external agency partners to ensure a unified vision that reignited Laybuy’s energy and sharpened its sense of purpose.

The process was about more than a visual uplift, it was a brand revolution. We established a design system that brought consistency across every touchpoint while harnessing the boldness of Laybuy’s signature purple to inject a fresh, contemporary confidence into the brand. We refreshed the identity across EDMs, landing pages, videos, paid media, and website content, while also extending into offline experiences such as OOH, printed ads, and event collateral.

By redefining how the brand showed up across these platforms, we ensured Laybuy’s story was communicated with clarity, vibrancy, and impact. The result was a modernised brand that feels bold, relevant, and customer-first. It not only repositions Laybuy in the global marketplace but also creates a strong foundation for future storytelling, product innovation, and continued growth.

ROLE
Design Direction
Campaign Execution
Brand Roll-Out
Design System
Team Leadership
Agency Collaboration