Client: PayTm Insider
Line of business: Online ticketing and entertainment

Making opposites attract

In 2017, Paytm, India’s biggest digital payments startup acquired a majority stake in Insider.in, which is one of India’s most used online ticketing and events platform. Paytm Insider needed a brand that reflected its new ambitions and amplified its values of familiarity and friendliness. It was an objective that we were excited to see through. The outcome of a year long collaboration was a brand that will lead PayTm Insider into a new era.

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To capture the breadth and depth of this merger, and acting in response to the challenge presented, the Bakheda Co. team defined a strategic proposition — ‘Make every day less everyday’. The new Paytm Insider is all about offering its audience with means to seize each day.

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The new brand has been rolled out in over 550 cities in India, connecting its community of customers - old and new - with events across the country. As it continues to grow, we can't wait to see how the brand gets embedded into the culture of the country.

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Making every day less everyday

To capture the breadth and depth of this merger, and acting in response to the challenge presented, the Bakheda Co. team defined a strategic proposition — ‘Make every day less everyday’. The new Paytm Insider is all about offering its audience with means to seize each day. 

To decode the brand’s personality, we personified the brand. Paytm Insider is excited, local, quick-witted and familiar. A friend in their late 20s, someone who’s been around the block a bit. Someone who’s not just fun, but also funny; Cheeky, but endearing. Someone who’s a part of the community, and also adding to it. Someone who ‘Makes every day less everyday’. Although they’re someone who largely speaks in English, they’re not afraid to bring in some local flavor to the mix.

Logo + symbol

We created a logotype with a clean sans serif typeface with modifications to complement and work well in a lockup with the existing Paytm mark and the heart and tick symbol. The heart unit has been tweaked by rounding the edges but at the same time retaining the aesthetic for it to be recognised in an instance.

Badges as a design system

For a company of Paytm Insider’s scale and range of services, the Bakheda Co. team developed a system of ‘badges’ that act as CTAs to evoke immediate responses from the audience. They imply two ideas at the heart of the company’s services: selection and curation. As an identity, it’s distinctive, clear, infinitely variable and easy to use. It can scale to any size and translate to any platform and medium. It’s just as effective in OOH as in Powerpoint.

Graphic toolkit

The typography, colors, and the ‘badges’ all work together to create a harmonious graphic language. We also defined the tone of voice principles for the brand to help communicate Paytm Insider’s unique voice and energy. 

Basis Grotesque pro, the primary font, has an intentional skeletal similarity among its weights ranging from Light to Black. This helps us lend some typographic color to the brand while maintaining consistency. Whereas, Korolev Condensed & Compressed, the secondary fonts, are bolder and add an element of pop when used with a few words in headers. The narrow characters exhibit sophistication and create impact.

Being a widely used Indian brand, Paytm Insider displayed the need for Hindi fonts. So, Mukta, a unicode compliant, humanist typeface and Teko, with it’s low stroke contrast and simple structure are used in place of Basis Grotesque and Korolev, respectively.       

The Insider Blue, Insider Dark Blue and Insider Pink are the primary brand colours. Being the ones mostly visible in our communication assets, they set the tone of the brand. We want the colour palette to feel fresh, no matter how many times the audience experienced it. This called for an extensive secondary color palette that will complement and contrast the primary colors.  

We can express the brand in a dynamic way by utilizing colourful, textural, and tessellated patterns. Patterns allow us to be abstract while preserving the spirit of Paytm Insider. Our patterns are vibrant, emotional, and full of character. 

For a brand that works across various levels at a large scale, consistency is key. Their social media is closely regulated to maintain uniformity. 

Out in the wild

The new brand has been rolled out in over 550 cities in India, connecting its community of customers - old and new - with events across the country. As it continues to grow, we can't wait to see how the brand gets embedded into the culture of the country.

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Paytm Insider needed a brand that reflected its new ambitions and amplified its values of familiarity and friendliness. It was an objective that we were excited to see through. The outcome of a year long collaboration was a brand that will lead PayTm Insider into a new era.

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