Paya

Paya Wealth Management Group, an investment holding company focused on enhancing asset value and contributing to Iran’s economic growth, launched a comprehensive branding project to align its identity with its ambitious objectives. The process began with in-depth interviews with senior management to extract core values and vision, forming the basis for a distinct brand strategy. Competitor analysis and global benchmarking provided insights for differentiation. The design strategy focused on key principles like Processing Fluency and Attention Insight to ensure clarity, engagement, and brand recall. Key touchpoints, including the website, social media, and corporate materials, were redesigned for consistency. The outcome was a cohesive, impactful brand identity that effectively communicates Paya’s commitment to sustainable growth and national development.