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Paytm Insider


In 2019, the payment solutions provider Paytm acquired a large stake in the ticket and entertainment platform, leaving the design team with an unexpected challenge; How do we merge two such different styles into a new identity? The solution was to not merge them but to create a new system where we used the good parts of both identities as inspiration for something new and exciting. ​

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A clean sans serif typeface has been used with a bolder weight to complement the Paytm logo. The typeface has been modified to work well in a lockup with the existing Paytm mark and the heart + tick symbol. The lower case has been used to make the brand feel casual and more approachable. The heart unit has been tweaked by rounding the edges but at the same time retaining the aesthetic for it to be recognized in an instance. The color palette is a blend of the colors of both Paytm & Insider.


Call to action (CTA) is an instruction to the audience designed to provoke an immediate response. "Get Tickets On, RSVP On and Ticketing Partner" in conjunction with the wordmark and symbol, is the only CTA which works independently and doesn't follow the brand system developed for CTAs otherwise.

These logo CTA's precedes our wordmark and symbol with a "|" in between. It has been typeset in Korolev Condensed Bold. While using this unit as a whole clear space parameter are based on our wordmark guidelines.

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The badge is an endless catalog of events, live shows, movies, etc. It implies two ideas at the heart of the service: selection and curation. Paytm Insider is both catalog and curator, calling forth and constantly updating options custom-tailored to users.

As an identity, it’s distinctive, clear, infinitely variable and easy to use. It can scale to any size and translate to any platform. It works in motion, print, digital and out-of-home. It’s just as effective in OOH as in Powerpoint.

Paytm Insider is a big believer in the transformational power of shared experiences, and the ability of creative arts and technology to drive change in ourselves and our communities.

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Primary Colours are there to set the tone of the brand and will be the ones most visible in our communication assets. The three primary colors will be the Insider Blue, Insider Dark Blue, and Insider Pink. Secondary colors will be there to compliment the primary palette and help build a range of tones to be used in our assets.

It’s important that our colours are as distinctive as our brand. The colors we use reflect our personality, showcase who we are, and make a statement.

How you use our colors establishes the mood of communication. You could use multiple colors at once to create a richly vibrant artwork or you could simply feature the Paytm Insider logo.

Instead of using all of our brand colors together, use combinations of brighter and muted brand colors to create bold and sophisticated palettes. Here are a few examples of brand color combinations that we love. To avoid excessive complexity, do not use more than two-three brand colors in one design.


Our primary pattern allows us to be abstract while preserving the spirit of Paytm Insider. When communities see our patterns, they should feel instantly connected with us. Our patterns are vibrant, emotional, and full of character. They can be practical or experimental.

The Secondary Patterns: We love using patterns across print, screen, and digital content to create playful graphics that are visually engaging. These secondary patterns do exactly what we intend. From simple to expressive, patterns are designed by scale to showcase a wide range of styles.

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Apart from building an entire identity system, we worked with the entire team of Paytm Insider in building guidelines around their in-app gameshows, their social media and deciding the look and feel of their box office events.

In-app Gameshows

Paytm Insider to build on their concept of shared experiences launched an in-app live game show called 'Filmy Jawaab'. We did the retro-looking logo for the game and developed the graphics for the entire game. (1).gif (2).gif (3).gif (1).gif

Social Media Style Guide

Social media is where brands and people alike want to see and be seen and Instagram is a huge platform connecting to a lot of people. We wanted to build a foundation of consistency from a strong social media style guide. Paytm Insider's style guide determines how they want people to identify them and what they can do to maintain a cohesive presence. A style guide is also a surefire way to keep different teams on the same page. We researched the type of posts that regularly go on the feed and developed specific guidelines of the do's and don'ts. Below is the short preview of the guidelines.










Environmental Graphics

Since Paytm Insider deals with a lof of events, it was a no brainer that they would definitely need a graphic, architectural, interior and landscape design, all concerned with the visual aspects of wayfinding, communicating identity and information, and shaping the idea of creating experiences that connect people to place. We branded quite a few events and places for Paytm Insider.

Box Office

Way Finding and Signages

Monument Branding