Uncomplicate Your Life With Pace.
I joined Pace at a pivotal stage of growth. In under three months, the company expanded from a 30-person BNPL startup to a team of 160 in less than three months.
As the sole Brand Designer working alongside my Art Director, I was responsible for shaping and scaling the brand’s visual identity from design systems and brand guidelines to campaigns and go-to-market assets across seven countries: Singapore, Malaysia, Hong Kong, Thailand, Taiwan, Japan, and Korea. During this period, Pace closed a USD 40 million Series A and worked toward a USD 1 billion GMV run rate.
MY ROLE
Brand Designer
COUNTRY
🇸🇬 Singapore
🇲🇾 Malaysia
🇭🇰 Hong Kong
🇹🇭 Thailand
🇯🇵 Japan
🇹🇼 Taiwan
🇰🇷 Korea
DELIVERABLES
Graphic Design, Illustration, Branding, Digital, Social Media, Advertising, Activation, Retail POSM, Art Direction, Marketing Collaterals, Content Creation, Merchant Collaborations, Editorial, Newsletter, Print
YEAR
2021 - 2023
📍Singapore
2023
Pace Zine
Presentation Deck
The Pace DNA
Pace is built on two things: inclusivity and accessibility. The brand's promise, 'No interest and no surprises,' isn't just a tagline. It is a strategic commitment to giving the next generation the tools to enjoy today, with the confidence of knowing exactly where their money is going, not worrying about where it went.
Our positioning is a deliberate departure from the big BNPL players. Where competitors lean corporate, Pace leads with clarity and boldness. We rethink what financial services can look and feel like for the next generation through five value drivers: Human, Distinctive, Empowered, Effortless, and Clarity. We translate this into a flexible visual language that feels like your coolest, most trusted friend, accessible enough to welcome everyone and bold enough to demand attention.
The Pace DNA
PPace is built on two things: inclusivity and accessibility. The brand's promise, 'No interest and no surprises,' isn't just a tagline. It is a strategic commitment to giving the next generation the tools to enjoy today, with the confidence of knowing exactly where their money is going, not worrying about where it went.
Our positioning is a deliberate departure from the big BNPL players. Where competitors lean corporate, Pace leads with clarity and boldness. We rethink what financial services can look and feel like for the next generation through five value drivers: Human, Distinctive, Empowered, Effortless, and Clarity. We translate this into a flexible visual language that feels like your coolest, most trusted friend, accessible enough to welcome everyone and bold enough to demand attention.
The Pace DNA
Pace is built on two things: inclusivity and accessibility. The brand's promise, 'No interest and no surprises,' isn't just a tagline. It is a strategic commitment to giving the next generation the tools to enjoy today, with the confidence of knowing exactly where their money is going, not worrying about where it went.
Our positioning is a deliberate departure from the big BNPL players. Where competitors lean corporate, Pace leads with clarity and boldness. We rethink what financial services can look and feel like for the next generation through five value drivers: Human, Distinctive, Empowered, Effortless, and Clarity. We translate this into a flexible visual language that feels like your coolest, most trusted friend, accessible enough to welcome everyone and bold enough to demand attention.
The Pace DNA
PPace is built on two things: inclusivity and accessibility. The brand's promise, 'No interest and no surprises,' isn't just a tagline. It is a strategic commitment to giving the next generation the tools to enjoy today, with the confidence of knowing exactly where their money is going, not worrying about where it went.
Our positioning is a deliberate departure from the big BNPL players. Where competitors lean corporate, Pace leads with clarity and boldness. We rethink what financial services can look and feel like for the next generation through five value drivers: Human, Distinctive, Empowered, Effortless, and Clarity. We translate this into a flexible visual language that feels like your coolest, most trusted friend, accessible enough to welcome everyone and bold enough to demand attention.
Pace Zine
📍Singapore
2023
Presentation Deck
Pace x Merchants
Blue has long been the language of financial trust. Pace’s blue is vibrant and built to hold its own at the counter and on the shelf, especially against BNPL competitors who favour softer, more subdued palettes. When you Pay with Pace, you look for the blue. Each interaction reinforces familiarity, helping customers pay with confidence and giving merchants a payment partner they can count on.
Merchant Ad
📍Vivo City, Singapore
Digital Banner
Merchant Ad
Merchant Collaborations
📍Malaysia
GUESS, Photo Booth
📍Malaysia
Victoria Secret, Ice Cream Cart
Pace x Merchants
Blue has long been the language of financial trust. Pace’s blue is vibrant and built to hold its own at the counter and on the shelf, especially against BNPL competitors who favour softer, more subdued palettes. When you Pay with Pace, you look for the blue. Each interaction reinforces familiarity, helping customers pay with confidence and giving merchants a payment partner they can count on.
📍Malaysia
GUESS, Photo Booth
Merchant Collaboration
Pace x Merchants
Blue has long been the language of financial trust. Pace’s blue is vibrant and built to hold its own at the counter and on the shelf, especially against BNPL competitors who favour softer, more subdued palettes. When you Pay with Pace, you look for the blue. Each interaction reinforces familiarity, helping customers pay with confidence and giving merchants a payment partner they can count on.
Merchant Ad
📍Vivo City, Singapore
Digital Banner
Merchant Ad
Merchant Collaborations
📍Malaysia
GUESS, Photo Booth
📍Malaysia
Victoria Secret, Ice Cream Cart
Pace x Merchants
Blue has long been the language of financial trust. Pace’s blue is vibrant and built to hold its own at the counter and on the shelf, especially against BNPL competitors who favour softer, more subdued palettes. When you Pay with Pace, you look for the blue. Each interaction reinforces familiarity, helping customers pay with confidence and giving merchants a payment partner they can count on.
📍Malaysia
GUESS, Photo Booth
Merchant Collaboration
Pace Campaigns
Pace campaigns are where the brand gets to flex. This is the only other opportunity where exclusive merchant partnerships, unmissable deals, and creative that really earns a second look. With a larger budget, we started creating a thematic Pace universe where every campaign is set in a specific era. Our first campaign was rooted in a bold 80s aesthetic that feels as nostalgic as it does fresh. We built it around a simple but powerful idea: when you split with Pace, you’re doing it for the future you. This campaign features a male and female actor; it was then adapted for Malaysia, featuring only a female actress.
Social Media
Social Media
Supercut
Malaysia Adaptation
There's a card for that!
Following the thematic Pace universe, the second campaign is set in a 90s grunge aesthetic. This campaign is to announce Pace's product launch: the Pace Card. While window shopping, our protagonist is drawn to an item. The price tag, however, is less than perfect. Just as she's about to walk away, the mannequin whispers, “There’s a card for that!” [Fun fact: This scene pays homage to Confessions of a Shopaholic (2009)]
More than a product launch, this campaign marked a shift in what Buy Now, Pay Later could look like. The Pace Card automatically splits purchases into three interest-free instalments, allowing customers to shop anywhere. Compatible with Apple Pay, Google Pay, and available as a Chrome extension for desktop purchases, it extended the Pace experience far beyond traditional merchant integrations. Our creative challenge was simple: introduce our latest product. We wanted the campaign captured in a single idea: Want it? There's a card for that!
Supercut
Malaysia Adaptation
Pace Campaigns
There's a card for that!
Pace campaigns are where the brand gets to flex. This is the only other opportunity where exclusive merchant partnerships, unmissable deals, and creative that really earns a second look. With a larger budget, we started creating a thematic Pace universe where every campaign is set in a specific era. Our first campaign was rooted in a bold 80s aesthetic that feels as nostalgic as it does fresh. We built it around a simple but powerful idea: when you split with Pace, you’re doing it for the future you. This campaign features a male and female actor; it was then adapted for Malaysia, featuring only a female actress.
Following the thematic Pace universe, the second campaign is set in a 90s grunge aesthetic. This campaign is to announce Pace's product launch: the Pace Card. While window shopping, our protagonist is drawn to an item. The price tag, however, is less than perfect. Just as she's about to walk away, the mannequin whispers, “There’s a card for that!” [Fun fact: This scene pays homage to Confessions of a Shopaholic (2009)]
More than a product launch, this campaign marked a shift in what Buy Now, Pay Later could look like. The Pace Card automatically splits purchases into three interest-free instalments, allowing customers to shop anywhere. Compatible with Apple Pay, Google Pay, and available as a Chrome extension for desktop purchases, it extended the Pace experience far beyond traditional merchant integrations. Our creative challenge was simple: introduce our latest product. We wanted the campaign captured in a single idea: Want it? There's a card for that!
Malaysia Adaptation
Supercut
Social Media
Social Media
Social Media
Pace Campaigns
Pace campaigns are where the brand gets to flex. This is the only other opportunity where exclusive merchant partnerships, unmissable deals, and creative that really earns a second look. With a larger budget, we started creating a thematic Pace universe where every campaign is set in a specific era. Our first campaign was rooted in a bold 80s aesthetic that feels as nostalgic as it does fresh. We built it around a simple but powerful idea: when you split with Pace, you’re doing it for the future you. This campaign features a male and female actor; it was then adapted for Malaysia, featuring only a female actress.
Social Media
Social Media
Supercut
Malaysia Adaptation
There's a card for that!
Following the thematic Pace universe, the second campaign is set in a 90s grunge aesthetic. This campaign is to announce Pace's product launch: the Pace Card. While window shopping, our protagonist is drawn to an item. The price tag, however, is less than perfect. Just as she's about to walk away, the mannequin whispers, “There’s a card for that!” [Fun fact: This scene pays homage to Confessions of a Shopaholic (2009)]
More than a product launch, this campaign marked a shift in what Buy Now, Pay Later could look like. The Pace Card automatically splits purchases into three interest-free instalments, allowing customers to shop anywhere. Compatible with Apple Pay, Google Pay, and available as a Chrome extension for desktop purchases, it extended the Pace experience far beyond traditional merchant integrations. Our creative challenge was simple: introduce our latest product. We wanted the campaign captured in a single idea: Want it? There's a card for that!
Supercut
Malaysia Adaptation
Pace Campaigns
There's a card for that!
Pace campaigns are where the brand gets to flex. This is the only other opportunity where exclusive merchant partnerships, unmissable deals, and creative that really earns a second look. With a larger budget, we started creating a thematic Pace universe where every campaign is set in a specific era. Our first campaign was rooted in a bold 80s aesthetic that feels as nostalgic as it does fresh. We built it around a simple but powerful idea: when you split with Pace, you’re doing it for the future you. This campaign features a male and female actor; it was then adapted for Malaysia, featuring only a female actress.
Following the thematic Pace universe, the second campaign is set in a 90s grunge aesthetic. This campaign is to announce Pace's product launch: the Pace Card. While window shopping, our protagonist is drawn to an item. The price tag, however, is less than perfect. Just as she's about to walk away, the mannequin whispers, “There’s a card for that!” [Fun fact: This scene pays homage to Confessions of a Shopaholic (2009)]
More than a product launch, this campaign marked a shift in what Buy Now, Pay Later could look like. The Pace Card automatically splits purchases into three interest-free instalments, allowing customers to shop anywhere. Compatible with Apple Pay, Google Pay, and available as a Chrome extension for desktop purchases, it extended the Pace experience far beyond traditional merchant integrations. Our creative challenge was simple: introduce our latest product. We wanted the campaign captured in a single idea: Want it? There's a card for that!
Malaysia Adaptation
Supercut
Social Media
Social Media
Social Media
The Pace DNA
Pace is built on two things: inclusivity and accessibility. The brand's promise, 'No interest and no surprises,' isn't just a tagline. It is a strategic commitment to giving the next generation the tools to enjoy today, with the confidence of knowing exactly where their money is going, not worrying about where it went.
Our positioning is a deliberate departure from the big BNPL players. Where competitors lean corporate, Pace leads with clarity and boldness. We rethink what financial services can look and feel like for the next generation through five value drivers: Human, Distinctive, Empowered, Effortless, and Clarity. We translate this into a flexible visual language that feels like your coolest, most trusted friend, accessible enough to welcome everyone and bold enough to demand attention.
Pace Zine
📍Singapore
2023
Presentation Deck
Pace x Merchants
Blue has long been the language of financial trust. Pace’s blue is vibrant and built to hold its own at the counter and on the shelf, especially against BNPL competitors who favour softer, more subdued palettes. When you Pay with Pace, you look for the blue. Each interaction reinforces familiarity, helping customers pay with confidence and giving merchants a payment partner they can count on.
Merchant Ad
📍Vivo City, Singapore
Digital Banner
Merchant Collaborations
📍Malaysia
GUESS, Photo Booth
📍Malaysia
Victoria Secret, Ice Cream Cart
Uncomplicate Your Life With Pace.
I joined Pace at a pivotal stage of growth. In under three months, the company expanded from a 30-person BNPL startup to a team of 160 in less than three months.
As the sole Brand Designer working alongside my Art Director, I was responsible for shaping and scaling the brand’s visual identity from design systems and brand guidelines to campaigns and go-to-market assets across seven countries: Singapore, Malaysia, Hong Kong, Thailand, Taiwan, Japan, and Korea. During this period, Pace closed a USD 40 million Series A and worked toward a USD 1 billion GMV run rate.
MY ROLE
Brand Designer
DELIVERABLES
Graphic Design, Illustration, Branding, Digital, Social Media, Advertising, Activation, Retail POSM, Art Direction, Marketing Collaterals, Content Creation, Merchant Collaborations, Editorial, Newsletter, Print
YEAR
2021 - 2023
COUNTRY
🇸🇬 Singapore
🇲🇾 Malaysia
🇭🇰 Hong Kong
🇹🇭 Thailand
🇯🇵 Japan
🇹🇼 Taiwan
🇰🇷 Korea
MY ROLE
Brand Designer
DELIVERABLES
Graphic Design, Illustration, Branding, Digital, Social Media, Advertising, Activation, Retail POSM, Art Direction, Marketing Collaterals, Content Creation, Merchant Collaborations, Editorial, Newsletter, Print
YEAR
2021 - 2023
COUNTRY
🇸🇬 Singapore
🇲🇾 Malaysia
🇭🇰 Hong Kong
🇹🇭 Thailand
🇯🇵 Japan
🇹🇼 Taiwan
🇰🇷 Korea