Building Razorpay’s Brand and Product Foundation

Legacy Website (2018-2024 Archive)

As one of Razorpay’s founding designers, I helped shape the company’s brand identity and product experience from its earliest days, working alongside the founders and core team for over five years. My role extended far beyond visual polish. It was about building the design foundation that could carry Razorpay from 0→1 and scale it into India’s leading fintech platform.

Crafting the Identity

When I redesigned the Razorpay logo, I explored multiple directions including playful, classic, and trendy. The chosen mark wasn’t just a visual, it was a story. It embodied the sharpness of a razor, the speed of a rocket, and the stature of a brand standing tall. This identity became Razorpay’s north star, signaling speed, trust, and ambition.

Reimagining the Brand

I led Razorpay’s rebranding into what became Razorpay 2.0, a unified system covering the website, product interfaces, illustrations, and marketing assets. I built Razorpay’s first illustration and icon library, introducing a 3D isometric style that quickly spread as a trend across fintech design in India. Alongside this, I created a scalable design system that aligned product and marketing, giving the company consistency and speed as it grew.

Designing for Scale

Beyond branding, I worked deeply on product design across multiple verticals:

• Razorpay Capital helping businesses access financing seamlessly

• RazorpayX the company’s banking platform for modern businesses

• Thirdwatch fraud prevention tools to build trust at scale

• WCL and others expanding Razorpay into a full financial ecosystem

Each feature required balancing clarity, trust, and conversion, while keeping the experience intuitive for millions of businesses new to digital finance.

Measurable Impact

The rebrand and product work weren’t just aesthetic shifts. They directly impacted growth. After the Razorpay 2.0 launch:

• Landing page traffic increased by 68%

• Signups grew by 39%

• Bounce rate dropped by 61%

Razorpay’s visual identity and illustration style went on to influence design trends across India’s fintech ecosystem, and the design systems I helped build continue to guide the company’s evolution today.

Extending Beyond Products

In addition to design systems and product features, I also led the creative direction for Razorpay’s yearly flagship event FTX for 1–2 years. This event was where Razorpay announced its newest products and features to customers, partners, and the startup community at large. My role involved shaping the entire event identity, from stage design, motion graphics, and on-screen visuals to digital campaigns and product showcases. FTX became not just a product launch platform but a design-driven experience that reinforced Razorpay’s position as a bold, innovative leader in the fintech space.

Razorpay Rebranding Featured in iconscout