About This Project
Post (1:1) and Story (9:16) for Google Pay
Client: Google Pay
Overview: Social posts design for the launch of the Google Pay application. In November of 2020, Google launched the new Google Pay application allowing users and merchants a convenient solution to handle money. Through the usage of Google’s brand guidelines and after experimenting thru styles and ideas, I was tasked to composite the look and feel for Google Pay’s social media outreach. Collaboration with copywriters was key throughout the creative process. Google as a company desired for Google Pay to have a whimsical and playful presence on social media platforms. My design work and composition layouts was accompanied by illustrator Kaiyee Tay.
Design artwork included posts for various channels on social media platforms.
Social media 1:1 posts for Google Pay
My role: As a designer tasked with the creation of the look and feel of Google’s brand, my goal was to make layout and composition standout from the ordinary payment applications that formed part of the competition. The design strategy on social media also complimented the Google Pay app which kept a more conservative aesthetic feel only using the primary blue neutral palette that Google utilizes. Visual elements, such as vibrant graphics along with engaging copywriting was used to grasp attention and convey the app’s benefits. The content strategy focused on providing valuable financial tips, addressing common banking questions, and highlighting the app’s unique features in a relatable and informative manner, all while being playful.
Story Posts used for Instagram and Snapchat
Problem: By combining creativity, fun, along with data-driven insights, a successful social media presence can be built that drives app downloads. Google intended to execute an all-encompassing money app with peer to peer transactions, banking and customizable deals tone of voice and a responsive approach to customer interactions. Through its social media presence, Google Pay further strengthen the brand’s connection with its audience although the the competitor landscape remained strong from Venmo, Intuit, NerdWallet, Paypal, Cash App and Apple Pay. With all these factors in play, innovating visuals on social media with a fun rhetoric is a legit approach to personal finance users but it remained highly difficult to maximize reach and engagement with an established competitive market. Nevertheless, a carefully planned social media calendar is essential, outlining content themes, posting frequency, and platform-specific strategies and more pertaining to my responsibility—to design creative artwork.
Playful but intentional, pointed and meant to be instructive social media post about Google Pay’s safety.
Interactive Social Stories for Google Pay
Outcome: Tailored digital ads across social media yielded to an increased downloads in Google Pay’s new launched app on android devices in the Fall of 2020. Steady increases in contactless payments, and the effectiveness of personal banking safety awareness was popularized.