DESIGNING A BRAND IDENTITY FOR PEOPLE, CULTURE, AND KNOWLEDGE: THE CASE OF JUSPAY ACADEMY

Abstract

This report outlines the creation of a vibrant, digital-first brand identity for Juspay Academy, a modular communication platform crafted to meet the dynamic needs of Juspay’s Internal Communications, a growing tech organization. The project tackles internal challenges like limited team visibility, disjointed knowledge-sharing, and missed opportunities for cross-team collaboration across geographic regions. It establishes a unified internal brand identity that scales with Juspay’s evolving complexity and fosters a connected, innovative culture. Through detailed user research, persona development, and competitive analysis of internal communication platforms, the project uncovered critical gaps, particularly the lack of a centralized digital space for storytelling, project transparency, and team engagement. Juspay Academy addresses these needs by hosting team updates, design philosophies, product evolution, and thought leadership in a modular, accessible format. The brand identity of Juspay Academy is built on discoverability, clarity, and alignment, with a bold digital visual language that unifies diverse content types and encourages cross-functional collaboration. Much like a cordless appliance streamlines a kitchen, this platform simplifies organizational communication, reducing friction and enhancing connectedness across roles and regions. By weaving together internal branding, team visibility, and design systems thinking, Juspay Academy’s brand identity creates a human-centric, future-ready ecosystem that empowers employees to learn, get inspired, align, and innovate, strengthening Juspay’s internal culture and driving collective growth.