JUSTPAY — BRANDING
Small merchants in Georgia were selling on Instagram, Facebook, TikTok, and DMs — but checkout lived somewhere else. Most had no website, and traditional e-commerce tools felt too complex or expensive. Sales happened manually: price → IBAN/COD → screenshots → confirmation. Slow, messy, easy to abandon, and a lot of work for the seller.
Insight
In social commerce, content is the storefront. If any post, story, bio, DM, or QR could become a checkout, the sale could happen exactly where the customer already was — without breaking the flow.
Strategy
We focused on the people most likely to use it: micro-sellers, niche brands, and creators in fashion and beauty already selling through social and chat.So instead of looking and sounding like traditional fintech, I built the brand around their world, language, and behaviour.
Results
I led the grant pitch that secured $150,000 and enabled the launch. In its first year, the product reached 152 business customers and 1M in turnover.
Art Direction: Nutsa Togonidze; Identity Design: Ninuka Tsintsadze