Maya Rebrand
Lead designer during Maya’s transformation from PayMaya to an all-in-one digital bank Maya. I helped shape the new design language that defined the brand’s next chapter. My contributions spanned design strategy, execution, and creative direction, ensuring a cohesive and future-ready experience across products and platforms.
Responsibilities
UX/UI design
Animation and motion design
Creative direction
Product collaboration
Stakeholder management
Platforms
Year
Web
iOS
Android
2022-2023
Whan Woong Kim
Phil de la Torre
Stanislav Aristova
Alina Aristova
Zed Manikan
LA Escano
Regine Visda
Paul Samilliano
Jericho Umali
My Nguyen
Regine Visda
The Maya rebrand was driven by a bold ambition: to redefine digital banking for a new generation. Anchored in a lifestyle-first philosophy, Maya set out to resonate deeply with Gen Z, an audience that values self-expression, immediacy, and intelligence in the brands they engage with.
We transformed Maya into a brand that felt cooler, smarter, and more expansive. A true reflection of the future of banking for both consumers and the more serious market such as SMEs.
The goal wasn’t just to look good; it was to feel alive, intelligent, and unmistakably different from traditional peers.
Urban-inspired, bold iconography — crafted to reflect Maya’s confident, street-smart personality, with high recognizability and visual punch.
Accent detailing and layered visual styles — elevating the UI with intentional textures, shadows, and highlights that made every screen feel thoughtful and modern.
These visual elements became more than decoration—they served as brand signals that reinforced Maya’s identity across the ecosystem, from onboarding flows to merchant dashboards and marketing moments.
I designed subtle yet purposeful animations such as the app loader and key animated assets to guide users, enhance usability, and bring the brand’s personality to life. These motion elements weren’t just decorative; they played a crucial role in creating emotional connection and intuitive interaction.
Through thoughtful motion design, we turned everyday interactions into engaging experiences—making Maya feel smarter, faster, and more human.
Working closely with a team of 3D artists, illustrators, and developers, I ensured every visual element was not only on-brand but also scalable and technically feasible across various platforms. The process began with hand-drawn sketches and written narratives that shaped our design intent—serving as creative foundations for ideation and alignment.
The dynamic 3D renders and tactile motion brought the Maya experience to life by adding depth and movement to interactions, bridging the physical and digital worlds to create moments of delight.
Maya was awarded the Silver A’ Design Award, one of the world’s most prestigious recognitions for excellence in design. This award celebrates Maya’s bold rebrand and its reinvention of what a digital bank can look and feel like in a fast-evolving, youth-driven market.
This win not only affirms Maya’s creative vision but also highlights the power of design in transforming complex financial products into experiences that are modern, intuitive, and culturally relevant.