Masthead Visual System

The PhonePe masthead visual revamp was initiated to bring a fresh, story-led approach to in-app merchandising and create a more cohesive brand expression. The goal was to move away from repetitive, text-heavy creatives and address key challenges like low memorability, weak visual hierarchy, high cognitive load, and lack of contextual relevance.

This project focused on creating a scalable visual direction, guided by emotional mapping, to make communication more engaging, intuitive, and impactful.

The problem, stated plainly

• Not memorable enough — low recall value
• Poor visual hierarchy — users don't pause
• High cognitive load leading to scroll fatigue
• Monotonous and repetitive — content blends into the feed
• Low contextual relevance — a blind spot in the journey