gopay pinjam

In-House Project

Turning Financial Worry Into Trust: A Cash-Loan Campaign

GoPay Pinjam is a cash-loan feature from GoPay, one of Southeast Asia’s largest fintech platforms. I led the creative direction and brand messaging for its national launch, reaching millions of users. Built around #BisaLebihTenang (#NoWorry), the campaign reframed financial anxiety into a sense of calm and trust through relatable storytelling, thoughtful art direction, and cohesive design execution.

scope of work

Campaign Messaging, Creative-Art Direction, Marketing Creatives

ROLE

Brand Strategist, Creative Director, Creative Designer

impact

Contributed to the nationwide launch of GoPay Pinjam, reaching millions of whitelisted users across online and offline channels.
Helped shift perceptions of cash loans from anxiety-driven to reassuring through a clear, human-centered emotional narrative.
Defined the messaging and creative direction that shaped GoPay Pinjam’s early brand identity and campaign system.

vision

To position GoPay Pinjam as the most trusted, human-first cash loan solution by grounding the brand in empathy, transparency, and emotional clarity.

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

process

Business & Product Alignment

I began by understanding the product proposition, business goals, timelines, and legal constraints to ground the creative direction in real operational requirements.

User, Competitor & Industry Insight Mapping

Working with the research team, I synthesized user pain points, competitor narratives, and industry patterns to uncover insights that could differentiate the campaign.

Campaign Messaging & Creative Direction

In collaboration with the brand team, I shaped the campaign’s emotional idea and messaging pillars, connecting them clearly to the product’s value and distribution strategy.

Art Direction & Talent Selection

I defined the visual mood, styling, and overall creative tone as guidance for production partners, and worked with my team to select talents who represented the campaign’s message.

Production Oversight

Throughout the photoshoot, I supervised the vendor team to ensure every frame aligned with the intended art direction, emotion, and brand consistency.

Asset Development & Implementation

After editing, my team and I transformed the photos into full campaign assets—applying them across digital, CRM, and in-app channels in collaboration with brand and performance marketing teams.