paytminsider

When Paytm acquired Insider.in, one of India’s most popular online ticketing and events platforms, the challenge was clear: build a new brand that could carry the scale and ambition of Paytm while keeping Insider’s original spirit of community, fun, and approachability.

Our strategy began with a core proposition: Make every day less everyday. To bring this to life, we personified the brand as a quick-witted, friendly companion - local, cheeky, and familiar - someone who’s part of the community as much as they are a guide to it.

Visually, we created a clean sans serif logotype that sits comfortably alongside Paytm’s parent identity, while tweaking the heart symbol to feel more contemporary and ownable. A system of vibrant “badges” became the backbone of communication - distinctive, scalable icons that doubled as CTAs across digital and physical touchpoints.

Typography and color further amplified the brand’s voice. Basis Grotesque Pro brought versatility and consistency, paired with secondary fonts for impact and energy. A bold palette of Insider Blue, Dark Blue, and Pink set the tone, while tessellated patterns injected playfulness and kept the brand fresh across campaigns, events, and social media.

Rolled out across 550+ cities in India, the new Paytm Insider identity has scaled effortlessly while staying true to its ethos of familiarity and friendliness. The result is a brand system that feels both expansive and intimate - one that makes everyday experiences feel anything but ordinary.