Brand refresh & website redesign


At paysafecard, it’s believed everyone should be able to play, however they choose. paysafecard opens doors to new worlds, without relying on bank accounts or plastic cards to get you there. paysafecard provides the gateway to play: a safe, simple and private way to pay online with cash.


Brand & UI designer


Brand strategy & identity, responsive website redesign, email templates, social media


Sketch, Invision, Zeplin, Miro
Adobe Creative Suite (Id, Ps, Ai, Ae)

The challenge

In an evolving digital world of payments, paysafecard bridges the gap and helps customers pay cash online. The previous paysafecard brand was failing to tell its story and was in great need of a refresh.

The solution

So, how do you tell the paysafecard brand story while bringing a sense of play to the world of payments?


By repositioning paysafecard as a portal into the online world of play.

The key graphic device of the paysafecard brand is the portal. The Portal is the gateway to play allowing users to pay cash online and to connect their offline life with the online world.


The structure of the portal is derived from the paysafecard paper voucher. It always sits at a 20 degree angle and is always paired with imagery – either 3D illustrations, appearing as if they are bursting through, or photography, acting like a lens of focus.



There are two main points of focus for iconography, the linear icons (right) and pictograms (left), as a universal visual language which tells the paysafecard story and guides users through the product.


The linear icons are influenced by the structure of the portal graphic device. Similarly to the portal, each icon should be built using the 20° angle and the wavy line element derived from the portal and thus the voucher.


The pictograms are derived from the linear icons, maintaining the 20° angle from the portal and wavy line. They have more intricate details and portray depth and movement, reflecting the energy of the brand.