The main objective of this project was to create an ideal social community which caters to the right target audience of Razorpay through design. To achieve this, working on multiple social media platforms for maximum engagement was necessary. Razorpay was active on social media platforms such as Instagram, Twitter, Facebook and LinkedIn. As a communication designer, the student's job was to study and understand how Razorpay as a brand has communicated in the past and how they can refresh and unify the social experience across these platforms. To achieve this, my initial efforts were to learn what makes an 'ideal' social media and what essential criteria one should consider to reach their target audience. Then, as per their knowledge, the student began listing the content possibilities and their potential benefits, which gave rise to certain brand expression principles. These were then translated into visual identity and cues for the tone of voice. The cues ensured that everyone had the same perception of the brand's qualities and that there would be no more mismatches of ideas while discussing design concepts. After a discussion with the team, these cues were converted into an articulation that helped the student clearly understand the brand and move ahead with creating designs for social media.
Razorpay, Social media, Social media guidelines, Strategy, Visual Identity
