Alipay is a third-party mobile and online payment platform, with over 450 million users. It overtook PayPal as the world’s largest mobile payment platform in 2013. Alipay has developed a global campaign visual system in collaboration with Labbrand in order to encourage users to use Alipay more in their global travels. The creative concept of the visual communication system is “A little more”.

Challenge

Alipay faced the challenge of encouraging users to use their platform while traveling globally. They needed a visual communication 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.

Results

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

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