Flutterwave's vision is to simplify payments for endless possibilities. Over time, however, our customers' needs and the types of solutions we offer have expanded beyond just payments. We now offer commerce and service offerings, with more to come. Unfortunately, our brand identity did not keep pace with our vision and products. The solution was to revamp the brand identity.
Designing something involves a constant process of reflecting on the situation and making adjustments as needed. This is known as "reflection-in-action. [3]. This approach is particularly useful in the context of a brand refresh, as it allows for a more holistic and inclusive process.
A brand refresh is a process of revitalizing an existing brand to better align it with the company's mission, values, and audience. This process involves a deep dive into the company's mission and values, as well as research on the target audience and their needs. The goal of a brand refresh is to create a brand that is more relevant, authentic, and engaging.
In my role as VP of Design at Flutterwave, I led a major brand refresh that aimed to better align the brand with the company's mission and values, as well as to improve the user experience of the platform. The process began with a deep dive into the company's mission and values, as well as research on the target audience and their needs. Through collaboration with Verve, the digital brand design agency, we determined that the brand needed to better reflect Flutterwave's commitment to innovation and making financial services accessible to everyone in Africa.
The next step was to develop a new visual identity that would better convey these values. The team at Verve and my team at Flutterwave worked closely together to create a new visual language that was modern, clean, and reflective of the company's mission.
The new logo is named "Laba Laba" which means "Butterfly" in the Yoruba language. It represents our commitment to innovation. The redesign also included a new color palette inspired by the vibrant colors of Africa, reflecting the energy and excitement that Flutterwave brings to our customers.
In addition to the visual redesign, we also worked on improving the user experience of the product. A key focus was on simplifying the navigation and making it more accessible to users. The product design team led the redesign, working closely with the product team and other stakeholders to create a more intuitive and user-friendly experience. One of the most significant changes was the redesign of the homepage, which now provides users with a clear overview of their transactions and account balances, and makes it easier for users to find the information they need.
The rebranding process was a true collaboration between the teams at Flutterwave and Verve. The project was a success, and the new brand is now better aligned with our mission and values - Endless possibilities for everyone. The redesign also resulted in an improved user experience, leading to an increase in engagement and satisfaction.
The Flutterwave rebranding project is a great example of how a well-executed brand refresh can have a significant impact on a company's mission, values, and user experience.
I am proud of the work we've done and believe it will help Flutterwave continue to drive innovation in the fintech industry. The brand refresh project also won 2 European design awards and Verve become Europe's agency of the year.
In summary, what does a brand refresh entail?
Conduct thorough research: Understand your target audience, competitors, and industry trends. Use this information to inform your strategy and creative direction.
Get buy-in from stakeholders: A brand refresh affects everyone in the organization, so it's important to get buy-in and support from key stakeholders early on in the process.
Define your brand's purpose and values: A brand refresh is an opportunity to revisit and redefine your brand's purpose and values. This will ensure that your new visual identity is aligned with your company's mission and message.
Create a comprehensive brand guideline: A set of comprehensive guidelines will ensure consistency across all touchpoints, both online and offline.
Test the new brand with your target audience: Before rolling out the new brand, test it with a sample of your target audience to ensure that it resonates with them and addresses their needs.
Communicate the change effectively: A successful brand refresh requires effective communication to all internal and external stakeholders, ensuring a smooth transition to the new brand.
Go beyond the visual identity: Refresh all touchpoints, from website, social media, email campaigns, products, packaging, and office design.
Keep it fresh: A brand is never finished, keep monitoring the market, your audience and update your brand accordingly.
Rethinking endless possibilities
flutterwave's brand refresh
24th February 2026
Flutterwave's vision is to simplify payments for endless possibilities. Over time, however, our customers' needs and the types of solutions we offer have expanded beyond just payments. We now offer commerce and service offerings, with more to come. Unfortunately, our brand identity did not keep pace with our vision and products. The solution was to revamp the brand identity.
Designing something involves a constant process of reflecting on the situation and making adjustments as needed. This is known as "reflection-in-action. [3]. This approach is particularly useful in the context of a brand refresh, as it allows for a more holistic and inclusive process.
A brand refresh is a process of revitalizing an existing brand to better align it with the company's mission, values, and audience. This process involves a deep dive into the company's mission and values, as well as research on the target audience and their needs. The goal of a brand refresh is to create a brand that is more relevant, authentic, and engaging.
In my role as VP of Design at Flutterwave, I led a major brand refresh that aimed to better align the brand with the company's mission and values, as well as to improve the user experience of the platform. The process began with a deep dive into the company's mission and values, as well as research on the target audience and their needs. Through collaboration with Verve, the digital brand design agency, we determined that the brand needed to better reflect Flutterwave's commitment to innovation and making financial services accessible to everyone in Africa.
The next step was to develop a new visual identity that would better convey these values. The team at Verve and my team at Flutterwave worked closely together to create a new visual language that was modern, clean, and reflective of the company's mission.
The new logo is named "Laba Laba" which means "Butterfly" in the Yoruba language. It represents our commitment to innovation. The redesign also included a new color palette inspired by the vibrant colors of Africa, reflecting the energy and excitement that Flutterwave brings to our customers.
In addition to the visual redesign, we also worked on improving the user experience of the product. A key focus was on simplifying the navigation and making it more accessible to users. The product design team led the redesign, working closely with the product team and other stakeholders to create a more intuitive and user-friendly experience. One of the most significant changes was the redesign of the homepage, which now provides users with a clear overview of their transactions and account balances, and makes it easier for users to find the information they need.
The rebranding process was a true collaboration between the teams at Flutterwave and Verve. The project was a success, and the new brand is now better aligned with our mission and values - Endless possibilities for everyone. The redesign also resulted in an improved user experience, leading to an increase in engagement and satisfaction.
The Flutterwave rebranding project is a great example of how a well-executed brand refresh can have a significant impact on a company's mission, values, and user experience.
I am proud of the work we've done and believe it will help Flutterwave continue to drive innovation in the fintech industry. The brand refresh project also won 2 European design awards and Verve become Europe's agency of the year.
In summary, what does a brand refresh entail?
Learn more about the refresh
Welcome to flutterwave 3.0
One African payment solution for 180 currencies