gopay later
In-House Project
Driving Growth While Building Responsible Lending Culture
As one of SEA’s largest fintech platforms, GoPay set out to offer safer, more accessible credit in a landscape filled with confusing or high-risk lending options. As Creative Manager, I led GoPay Later’s daily creative strategy and design—building trust, driving adoption, and strengthening the brand. I worked across brand, product, and growth teams to align communication with user needs and business goals.
scope of work
Campaign Messaging, Creative-Art Direction, Marketing Creatives, Social Media Design
ROLE
Creative Manager & Strategist, Brand-Marketing Designer
impact
Transformed the creative team with new systems and a refreshed, cohesive brand identity.
Strengthened GoPay Later’s positioning as a top-4 credit provider in Indonesia (Nielsen).
Supported strong business growth, helping the team consistently achieve GTV targets for two consecutive years.
vision
To position GoPay Later as Indonesia’s trusted lending partner — one that truly understands its users while empowering the team to drive product conversion and retention.
challenge
Public distrust and negative sentiment around lending products
Lack of clear product differentiation in a crowded market
Limited availability (feature only accessible to pre-qualified users)
Aggressive business goals for user acquisition and GTV growth
