Branding
Wyld, India
Wyld is a fintech x lifestyle startup aimed at reimagining card-based user experiences with bold aesthetics and cultural relevance. I joined the founding team early on and played a pivotal role in shaping the visual identity, digital presence, and product storytelling over a three-year journey.
Year :
2020
Industry :
Tech and Finance
Client :
WYLD India
Project Duration :
3 Years
Problem :
Young consumers don’t just want a payment card they want a status symbol. The challenge was to create a card experience and brand ecosystem that resonated with Gen Z and Millennial users: bold, culturally fluent, and instantly shareable. Alongside that, we needed a digital experience and brand presence that could match the card’s physical cool factor.
My Role at Wyld :
As the lead Product designer at Wyld, I was responsible for crafting the visual identity, product feel, and digital presence from scratch. My work spanned:
Branding & design systems
UI/UX design for the onboarding flow
Motion graphics and 3D visualization
Marketing and investor assets
Website art direction
Design Approach :
To ensure the card design genuinely connected with Gen Z consumers, I began with user interviews to understand the aspirations, aesthetics, and lifestyle triggers of our audience. Alongside that, I worked closely with the founders to align design with Wyld’s brand vision a card that signifies status, confidence, and individuality.
Rather than guessing what looked “cool,” I immersed myself in cultural research, including the WAP visual art style, contemporary music videos, and streetwear-inspired branding, to decode what visual language would resonate.
What I Did:
Conducted user research and stakeholder interviews to define a design direction grounded in real audience insight
Designed three distinct debit cards, each tailored to a different archetype in our target demographic (trendsetters, minimalists, and hypebeasts)
Developed a visual identity inspired by sharp contrast, reflective textures, and high-end finishes
Ensured cohesive branding across the mobile app, marketing reels, website, and investor decks
Used 3D and motion tools to bring the card to life visually making it “Instagrammable” before it was even in users’ hands
This approach went far beyond aesthetics it was about turning a fintech product into a cultural object people were proud to show off.
Results :
1M+ users engaged with the Wyld app, with strong user retention linked to the appeal of the debit cards I designed.
The product’s bold identity helped secure investor confidence, with Shark Tank India recognition and brand collaborations following launch.
Our cohesive digital branding across the app, website, and marketing touchpoints was praised during funding conversations for positioning Wyld as a standout in the Gen Z fintech space.
The design system I helped implement created a consistent, scalable brand presence, supporting continued asset development and partner onboarding.
More Projects
Branding
Wyld, India
Wyld is a fintech x lifestyle startup aimed at reimagining card-based user experiences with bold aesthetics and cultural relevance. I joined the founding team early on and played a pivotal role in shaping the visual identity, digital presence, and product storytelling over a three-year journey.
Year :
2020
Industry :
Tech and Finance
Client :
WYLD India
Project Duration :
3 Years
Problem :
Young consumers don’t just want a payment card they want a status symbol. The challenge was to create a card experience and brand ecosystem that resonated with Gen Z and Millennial users: bold, culturally fluent, and instantly shareable. Alongside that, we needed a digital experience and brand presence that could match the card’s physical cool factor.
My Role at Wyld :
As the lead Product designer at Wyld, I was responsible for crafting the visual identity, product feel, and digital presence from scratch. My work spanned:
Branding & design systems
UI/UX design for the onboarding flow
Motion graphics and 3D visualization
Marketing and investor assets
Website art direction
Design Approach :
To ensure the card design genuinely connected with Gen Z consumers, I began with user interviews to understand the aspirations, aesthetics, and lifestyle triggers of our audience. Alongside that, I worked closely with the founders to align design with Wyld’s brand vision a card that signifies status, confidence, and individuality.
Rather than guessing what looked “cool,” I immersed myself in cultural research, including the WAP visual art style, contemporary music videos, and streetwear-inspired branding, to decode what visual language would resonate.
What I Did:
Conducted user research and stakeholder interviews to define a design direction grounded in real audience insight
Designed three distinct debit cards, each tailored to a different archetype in our target demographic (trendsetters, minimalists, and hypebeasts)
Developed a visual identity inspired by sharp contrast, reflective textures, and high-end finishes
Ensured cohesive branding across the mobile app, marketing reels, website, and investor decks
Used 3D and motion tools to bring the card to life visually making it “Instagrammable” before it was even in users’ hands
This approach went far beyond aesthetics it was about turning a fintech product into a cultural object people were proud to show off.
Results :
1M+ users engaged with the Wyld app, with strong user retention linked to the appeal of the debit cards I designed.
The product’s bold identity helped secure investor confidence, with Shark Tank India recognition and brand collaborations following launch.
Our cohesive digital branding across the app, website, and marketing touchpoints was praised during funding conversations for positioning Wyld as a standout in the Gen Z fintech space.
The design system I helped implement created a consistent, scalable brand presence, supporting continued asset development and partner onboarding.
More Projects
Branding
Wyld, India
Wyld is a fintech x lifestyle startup aimed at reimagining card-based user experiences with bold aesthetics and cultural relevance. I joined the founding team early on and played a pivotal role in shaping the visual identity, digital presence, and product storytelling over a three-year journey.
Year :
2020
Industry :
Tech and Finance
Client :
WYLD India
Project Duration :
3 Years
Problem :
Young consumers don’t just want a payment card they want a status symbol. The challenge was to create a card experience and brand ecosystem that resonated with Gen Z and Millennial users: bold, culturally fluent, and instantly shareable. Alongside that, we needed a digital experience and brand presence that could match the card’s physical cool factor.
My Role at Wyld :
As the lead Product designer at Wyld, I was responsible for crafting the visual identity, product feel, and digital presence from scratch. My work spanned:
Branding & design systems
UI/UX design for the onboarding flow
Motion graphics and 3D visualization
Marketing and investor assets
Website art direction
Design Approach :
To ensure the card design genuinely connected with Gen Z consumers, I began with user interviews to understand the aspirations, aesthetics, and lifestyle triggers of our audience. Alongside that, I worked closely with the founders to align design with Wyld’s brand vision a card that signifies status, confidence, and individuality.
Rather than guessing what looked “cool,” I immersed myself in cultural research, including the WAP visual art style, contemporary music videos, and streetwear-inspired branding, to decode what visual language would resonate.
What I Did:
Conducted user research and stakeholder interviews to define a design direction grounded in real audience insight
Designed three distinct debit cards, each tailored to a different archetype in our target demographic (trendsetters, minimalists, and hypebeasts)
Developed a visual identity inspired by sharp contrast, reflective textures, and high-end finishes
Ensured cohesive branding across the mobile app, marketing reels, website, and investor decks
Used 3D and motion tools to bring the card to life visually making it “Instagrammable” before it was even in users’ hands
This approach went far beyond aesthetics it was about turning a fintech product into a cultural object people were proud to show off.
Results :
1M+ users engaged with the Wyld app, with strong user retention linked to the appeal of the debit cards I designed.
The product’s bold identity helped secure investor confidence, with Shark Tank India recognition and brand collaborations following launch.
Our cohesive digital branding across the app, website, and marketing touchpoints was praised during funding conversations for positioning Wyld as a standout in the Gen Z fintech space.
The design system I helped implement created a consistent, scalable brand presence, supporting continued asset development and partner onboarding.