Payment = Kakaopay
To establish Kakao Pay as a leading payment brand during the COVID-19 era, we launched a unified campaign with the concept of representativeness, delivering a direct and clear message: “Payment = Kakao Pay.” The campaign was widely exposed across all touchpoints, including ATL, BTL, and even offline stores, to maximize user awareness.
In offline stores, it was essential to position Kakao Pay as the dominant and memorable payment service by distinguishing its design from those of various competitors’ payment kits and encouraging users to adopt Kakao Pay for their transactions. Given that merchant counters are often cluttered and disorganized, I directed a clean and minimalist design by removing unnecessary embellishments and colors. Additionally, I proposed the development of Kakao Pay’s exclusive IP character and utilized the brand’s colors to ensure intuitive brand recognition. To accommodate the diverse store environments of merchant owners, I designed and provided various components, including acrylic QR plates, signage, and sticker packs, offering flexibility in application.
In offline stores, it was essential to position Kakao Pay as the dominant and memorable payment service by distinguishing its design from those of various competitors’ payment kits and encouraging users to adopt Kakao Pay for their transactions. Given that merchant counters are often cluttered and disorganized, I directed a clean and minimalist design by removing unnecessary embellishments and colors. Additionally, I proposed the development of Kakao Pay’s exclusive IP character and utilized the brand’s colors to ensure intuitive brand recognition. To accommodate the diverse store environments of merchant owners, I designed and provided various components, including acrylic QR plates, signage, and sticker packs, offering flexibility in application.
I also revamped the offline promotional material guides, ensuring a new and unified look across all merchant locations, consolidating the brand's presence and strength.
As a result of this campaign, Kakao Pay solidified its position as the representative payment solution and proved to be the most suitable payment method during the COVID-19 era. By 2024, the number of online and offline merchants reached approximately 1 million, and the Monthly Active Users (MAU) grew to around 24 million, contributing to the continuous growth of the service.
Art Direction: Yang Seungdoc
Design: Park Juhyun, Ji in
