A person holding a smartphone with a QR code, standing in front of a computer screen displaying a website about non-cash payments and transfers.

Instant Payment System

Client

BTS Digital

Coworker

Svetlana Gorshkova

Industry

Fintech

Creative direction

Brand Design

UX/UI Design

Communication Design

Services

2025

Year

IPS is an innovative instant payments and transfers platform enabling users to send and receive non-cash transfers instantly via mobile phone number, QR-code, or account details directly within their banking apps. The service is built on modern infrastructure that ensures instant crediting, low fees, seamless integration, and a frictionless user experience—making financial transactions faster, more convenient, and secure than ever before.

Problem

The main task was the development of all visual and digital materials for IPS, a new instant money transfer service integrated directly into partner banks’ apps. From creating the brand identity and crafting the UI/UX for the website to designing supporting collaterals, we needed to deliver a cohesive system that introduces and strengthens this service’s presence across multiple touchpoints—requiring us to align design strategy with technical constraints and ecosystem integration .

Logo

A visual puzzle with images of the earth, two coins with the year 2022, arrows pointing to coins, a decorative swirl, and a globe with cloud patterns.

Symbolism

We selected a circular shape and colors merging the globe and a coin to symbolize both monetary value and global reach—the round shape evokes trust, unity, and continuity, while the coin motif immediately conveys financial transactions; integrating the Earth reinforces seamless connectivity in instant payments. The main colors are blue, green and yellow. Blue symbolizes reliability, stability, and professionalism: common in financial, tech, and corporate branding. It also reflects a connection to Aitu’s parent ecosystem.
 In Kazakh (көк), blue is linked to the boundless sky, wisdom, purity of spirit, and loyalty.
Green in a financial context represents growth, money, and success.
In Kazakh (жасыл), green traditionally signifies nature, renewal, vitality, and well‑being.
Yellow embodies energy, positivity, and wealth. In design, it is often associated with warmth and accessibility.
In Kazakh (күн), yellow is connected to the sun, warmth, and prosperity: it represents grandeur and success, especially evoking gold (алтын).

The typeface used for the text portion of the logo echoes the contours and letterforms of the “Kazmoyin” symbol and pattern that form its foundation. In addition to supporting Russian and English, the font includes complete coverage of Kazakh language characters, eliminating any potential display issues.

“Kazmoyin” pattern means Harmony & Movement – the smooth lines evoke energy flows and continuous motion. Two symmetrical elements symbolyze two mutually directed money transfers.

Blueprint sketch of a logo with the text 'Instant Payment System' and geometric circular designs.

Distinctive identity infused with meaning and powerful symbols

Close-up of a business card with the logo and name 'Instant Payment System' printed next to a colorful, circular logo on textured white paper.
Close-up of a smartphone screen displaying a money transfer app, with shadows of window blinds cast across the screen and a textured white surface beneath.

Application interface

A digital branding presentation board displaying logo guidelines, visual elements, graphic elements, typography, color schemes, social media marketing, print and digital marketing materials, partnership materials, pitch-deck designs, and images of mobile devices and products.

Brandbook

Array of presentation slides displayed on screens and a laptop, showcasing financial or banking-related content in multiple languages with charts, infographics, and infographics.
Collection of digital design presentation slides featuring color palettes, app icons, UI elements, and product images on a bright blue background.

Brandbook pages

Business card with contact details and company logo on a blue background, partially covered by a business brochure with metallic abstract art and the words 'Instant Payment System'.

Business cards

Smartphone screen displaying a banking app with options for transfers and payment options at the bottom, set against a dark gray background.

IPS in the application of bank

Two large drinking cups, one white with a blue logo and one black with colorful text, are held up against a blue sky with clouds and green trees in the background.

Thermo mugs

Process

Our work on IPS began by benchmarking against leading international FinTech brands to capture the visual language of confidence and innovation then infusing it with a distinctive fresh energy and vibrant color palette unique to the service. The logo underwent an intensive creative phase — over 50 versions — until a final version rich in layered symbolism and intentional color usage was selected through a rigorous filtering process and validated via focus group testing among the target audience. This bespoke identity was then documented in a detailed brand book and style guide, covering everything from advertising assets to partner platform integration. As the scope grew at the client’s request, the guides expanded to become comprehensive toolkits empowering both internal product designers and external collaborators. Next, we designed and launched the IPS website to cater to B2B, B2C, and organizational stakeholders, embedding career pages, media resources, partner bank profiles, official legal documentation, inquiry forms, and tailored FAQs. Finally, a complete UI‑kit and site style manual were delivered to the client’s product team, mapping out standards for icons, button states, and all visual components to guarantee consistency and scalability in future development.

A digital design layout showcasing branding and typography elements on a yellow background. The layout includes a magazine cover titled 'Brandbook' with a subtitle 'Instant Payment System,' various font samples, icons, and infographic elements related to branding.
A close-up of a business letter and business cards on a textured gray surface, with a colorful and abstract digital design in the background.

Business identic

Billboard advertising a mobile payment system with QR codes, featuring smartphone graphics and a blue sky background.

Billboard

A foldable pamphlet about money transfers between banks, written in Russian, with images of a woman holding a smartphone and a smartphone screen showing a transfer app, set against a white brick wall background.

Trifold

Two informational flyers for a money transfer service in Russian, featuring a woman holding a phone and a smartphone screen showing the app interface, placed on a blue surface.

Flyer

A collage of digital banking and payment services including questions about transfers, a mobile app interface for money transfers, a woman using a card payment terminal at a store, cryptocurrency symbols, and text in English and Kazakh about instant payments, fees, and IPS.
Person holding a smartphone displaying a social media profile with profile picture, post, followers, and following counts against a grassy background.

Instagram

Website

Process

Our work on IPS website began by planning a clear structure that addresses all key audiences: we built four pages: three dedicated to distinct user groups within the service and a comprehensive “About us” page featuring news updates, a presentation link, and a partner inquiry form. Next, we crafted multiple wireframe versions, focusing on user flows and content hierarchy, before aligning with the client to finalize the structure. With approval secured, we moved into UI design, translating the wireframes into a polished, visually cohesive interface that reflects the brand’s fresh vitality and reliability within a streamlined, user-centered interface.

Digital screens displaying a mobile payment app, with a smiling woman in a black shirt and blue apron holding a smartphone showing a QR code.
Multiple overlapping screens displaying a website related to private customer transfer services, with a woman smiling while using a contactless payment terminal in a modern setting.
A website sitemap diagram with multiple sections for pages, each containing clickable links to various content such as headers, main screens, member banks, advantages, FAQs, footers, and other resources, organized across categories like Main Page/Business, Private customers, Financial organizations, About us, Header, and Footer.
Mobile and desktop webpage showcasing a digital payment service for businesses, featuring a smiling man in a black shirt and blue apron holding a smartphone with a QR code, highlighting member banks, quick online transfers, and instant payments with QR codes, and explaining the joining process and frequently asked questions.
A webpage showcasing a mobile payment system for private customers, featuring partner banks, instructions for making transfers, and FAQ section.
Responsive website design mockup for an instant payment system platform, featuring a header with navigation links, a main banner with a group of people using devices, a section showcasing member bank logos, information about accepting non-cash transfers, and a contact form for connecting businesses to the payment system, all presented across desktop and mobile views.
Responsive website and mobile version displaying a digital payment system called 'Aitu-Payment Solutions LLP'. The homepage includes a header with navigation links, a main section with a large graphic of a smartphone showing transfer options, informational sections about the company and industry news, and a footer with links and company details. The color scheme includes a gradient background with yellow, blue, and green hues.

Design system and guide

A detailed design and layout guide for a website, including sections on grids, buttons, colors, typography, icons, SEO widgets, FAQ list, and mobile size testing, with various visual examples and diagrams.

Result

We completed a full launch cycle for IPS: delivering the website, brandbook, UI‑kit, and extensive training. Earning high praise from the IPS project team, executive leadership, partners, and users. The product now possesses all necessary components for full operation: a cohesive visual identity, functional web platform and clear usage guidelines. As a result, brand recognition and user trust have grown significantly, partner referral conversions have improved, and the volume of money transfers via the service has surged. This successful rollout has laid a solid foundation for ongoing scaling, and IPS continues to expand with new interface developments and marketing campaigns, reinforcing its position in Kazakhstan’s fast‑growing digital payments ecosystem.