The high-stakes challenge
How do you rebrand a growing fintech platform serving over 25,000 users across multiple continents while maintaining trust and expanding global reach? Pesa (formerly Pesapeer), founded by Tolu, Yusuf, and Clement in 2021, faced the challenge of evolving from a Canada-to-Nigeria peer-to-peer transfer service into a global payment platform serving 50+ countries. The rebrand needed to honor the company's African linguistic roots—"Pesa" meaning "money" in Swahili—while positioning the brand for international expansion and competing with established remittance giants in an increasingly crowded fintech landscape.
Bridging borders for borderless nomads
The strategic positioning centered on serving the 281 million international migrants globally, whom Pesa calls "borderless nomads." Rather than competing solely on speed or cost, Pesa differentiated itself by emphasizing cultural connection and understanding the emotional weight of international money transfers—whether supporting family back home, solving urgent problems, or expanding businesses. The strategy focused on building trust through regulatory compliance across multiple jurisdictions (Canada, US, UK, and Australia) while maintaining the accessibility that made Pesapeer successful. This approach allowed Pesa to scale from a bilateral Canada-Nigeria service to a multi-currency wallet supporting 50+ countries with free, instant transfers.
Opening doors to a borderless world
The visual identity transformation reflected Pesa's evolution from peer-to-peer transfers to global connectivity. The new logo features an "open door" symbol, representing a borderless, interconnected world where money moves freely. The design system balanced modern fintech aesthetics with subtle nods to African heritage, using updated typography, colors, and interface elements that work seamlessly across mobile apps and web platforms. The visual language emphasizes fluidity and connection, with design elements that reinforce the brand's promise of making international transfers feel local and personal.
Imagine a smaller world
Pesa's communication strategy speaks directly to the migrant experience, acknowledging that "every transaction is more than just money transfers."There are real stories behind these transactions. The tagline "Imagine a smaller world" encapsulates Pesa's vision of breaking down barriers and making international transfers feel effortless and personal. The messaging emphasizes crucial moments when people need reliable money transfer services, positioning Pesa as a trusted partner rather than just a financial tool. This language strategy helped maintain customer loyalty during the rebrand while attracting new users who value both functionality and cultural understanding.
