Industry
FinTech
Brand
Primer
Brand global campaign
Detailed process is available via private presentation.
The problem
As the world’s first payment orchestration infrastructure, Primer needed to transition from a technical solution to a recognized global brand. The challenge was to deliver their first-ever awareness campaign, distilling a complex low-code value proposition into a narrative that resonated with executive decision-makers. We needed a scalable, human-centric visual language that could cut through the noise of the FinTech sector and perform across both digital channels and high-stakes physical events like Money 20/20.
The solution
I spearheaded the campaign’s strategic direction, shifting the focus from technical features to the high-level business ROI of getting time back. I developed a modular visual system based on a "United Molecules" concept, using playful yet sophisticated patterns to represent the seamless integration of payment solutions. As Art Director and Strategist, I orchestrated a 360° rollout, encompassing Google Ads, Paid Social, and a flagship physical presence at Money 20/20, utilizing creative automation to ensure the campaign was architected for immediate international expansion into LATAM and APAC. By bridging the gap between digital performance and physical experience, I established a high-authority brand identity that successfully drove enterprise interest and market credibility.