Brand, product and go-to-market
Brazil was not a translation job.
A global payments company entered a market that had already changed how people pay. The work had to begin there.
The campaign in one gesture
Swipe. Smile. Paid.
PIX Biométrico turned the shortest possible checkout into the brightest expression of the launch: local language, product truth and pure alegria.
Juspay Brazil
A new payment home.
The launch introduced Juspay through the payment behaviours Brazil already understood—then widened the story from one product to a market commitment.
01 / Arrival
Pix was already a verb.
Speed was not a feature to introduce. It was behaviour people already understood. The entry story had to respect that fluency, then explain what Juspay could add.
The Brazil launch connected global payment infrastructure to a local operating commitment: a São Paulo home, a market-specific product story, and language built for the moment of payment.
02 / The proposition
Make the speed felt.
The company story answered “why Juspay here?” The product story answered “what changes at checkout?” One market position. Two different jobs.
03 / PIX Biométrico
The checkout learned one gesture.
The promise was not biometrics as spectacle. It was a shorter payment ritual: no QR detour, less switching, and a clearer return to the purchase.
Face and fingerprint were two expressions of the same product idea—recognition as the final step, not another journey.
04 / Brand play
Product truth, played in public.
Campaign situations made the interruption concrete: a match, a ticket, a purchase, a password. The identity moved quickly because the product argument was speed.
05 / PIX Automático
One market. More than one product.
The Brazil play did not stop at PIX Biométrico. PIX Automático extended the product story from one-click purchases to recurring payments people could see and control.
Together, the launches made a broader claim about entering Brazil: learn the payment behaviour already there, then build for where it was going.
06 / My part
I carried the brand and GTM thinking into Brazil and PIX.
The work connected market position, product explanation, launch narrative and creative direction across Juspay Brazil, PIX Biométrico and PIX Automático.
Public visual and motion artifacts were made with collaborators. This record does not claim sole authorship or campaign-attributed commercial outcomes.
Credits and sources
Made with the work, not around it.
- Brand & GTM thinking
- Sarthak Singh
- Visual & motion design
- Sarthak Tiwari with the Juspay team
- Products
- Juspay Brazil · PIX Biométrico · PIX Automático
- Public artifacts
- PIX Biométrico ↗ · Juspay Brazil ↗
- Evidence boundary
- Media proves the work exists. It does not by itself prove adoption, conversion or revenue.