A Little More: Alipay Global Campaign Visual System

Challenge

Alipay faced the challenge of encouraging users to use their platform while traveling globally. They needed a visual system that effectively communicated the concept of "a little more" and conveyed the benefits of using Alipay's services abroad. 

Solution

Based on the current brand visual assets, Labbrand designed a set of ownable graphics that can be used in a flexible way, yet smartly illustrate the concept, and convey the joy of travel. A well-thought usage principle is provided to ensure that visual expression can be consistently communicated across the world.

Labbrand created a set of icons to illustrate the 4 core services that Alipay International offers to users, which are easy to be understood, and increases the recognition and understanding of the benefit. This set of icons is well fit for the Alipay worldwide campaign. These symbols can be easily fit into various content and environment of different countries/languages. 

A well-thought usage principle was provided to ensure that visual expression can be consistently communicated across the world.

Results

The bold rounded square shape is used as the main element in the campaign visual system, and applied flexibly through every touchpoint. It has become a distinctive visual asset of Alipay.

The developed visuals has been launched in over 31 airports around the world.