Pine Labs is a leading Indian merchant commerce fintech platform (founded 1998) that provides comprehensive, AI-integrated payment solutions, including smart POS terminals, online payment gateways, and prepaid/gift card services.
Pine Labs is a leading Indian merchant commerce fintech platform (founded 1998) that provides comprehensive, AI-integrated payment solutions, including smart POS terminals, online payment gateways, and prepaid/gift card services.
Pine Labs is a leading Indian merchant commerce fintech platform (founded 1998) that provides comprehensive, AI-integrated payment solutions, including smart POS terminals, online payment gateways, and prepaid/gift card services.
Client
Pine Labs
Client
Pine Labs
Client
Pine Labs
Timeline
2 Weeks
Timeline
2 Weeks
Timeline
2 Weeks
Role
Communication Designer
Role
Communication Designer
Role
Communication Designer
Year
2025-26
Year
2025-26
Year
2025-26
Collaborators
Snehodeep Ghosh, Sourav Chanda
Collaborators
Snehodeep Ghosh, Sourav Chanda
Collaborators
Snehodeep Ghosh, Sourav Chanda
What Did I Do?
What Did I Do?
What Did I Do?
Research
Research
Rough Frame Sketches
Rough Frame Sketches
High-fidelity Frames
High-fidelity Frames
Scalable Design
Scalable Design
Research
Rough Frame Sketches
High-fidelity Frames
Scalable Design
Strategy
Strategy
Design
Design
Moodboarding
Moodboarding
Animation Ready Assets
Animation Ready Assets
Strategy
Design
Moodboarding
Animation Ready Assets
OVERVIEW
OVERVIEW
OVERVIEW
A Fintech Giant With A Communication Gap
A Fintech Giant With A Communication Gap
A Fintech Giant With A Communication Gap
Pine Labs is one of India's most established fintech platforms - founded in 1998 and trusted by merchants across the country for smart POS terminals, online payment gateways, and prepaid card services. Their product offering is sophisticated and comprehensive. Their content wasn't keeping up.
They approached us to create explanatory content for internal education and external promotions - aligned closely with their brand identity and the pace their team operates at. Fast, goal-oriented, and with high standards for visual quality.
Pine Labs is one of India's most established fintech platforms - founded in 1998 and trusted by merchants across the country for smart POS terminals, online payment gateways, and prepaid card services. Their product offering is sophisticated and comprehensive. Their content wasn't keeping up.
They approached us to create explanatory content for internal education and external promotions - aligned closely with their brand identity and the pace their team operates at. Fast, goal-oriented, and with high standards for visual quality.
Pine Labs is one of India's most established fintech platforms - founded in 1998 and trusted by merchants across the country for smart POS terminals, online payment gateways, and prepaid card services. Their product offering is sophisticated and comprehensive. Their content wasn't keeping up.
They approached us to create explanatory content for internal education and external promotions - aligned closely with their brand identity and the pace their team operates at. Fast, goal-oriented, and with high standards for visual quality.
THE PROBLEM
THE PROBLEM
THE PROBLEM
Strong Assets.
Broken Communication.
Strong Assets.
Broken Communication.
Strong Assets.
Broken Communication.
Pine Labs had the building blocks - a solid brand identity, a library of assets, and a product worth talking about. But the existing content was failing on three fronts simultaneously: it looked off-brand, felt outdated, and wasn't actually communicating the product to the people who needed to understand it.
Pine Labs had the building blocks - a solid brand identity, a library of assets, and a product worth talking about. But the existing content was failing on three fronts simultaneously: it looked off-brand, felt outdated, and wasn't actually communicating the product to the people who needed to understand it.
"The content existed. But it wasn't doing the job of making people understand or want the product."
"The content existed. But it wasn't doing the job of making people understand or want the product."
THE PROCESS
THE PROCESS
THE PROCESS
Two Weeks. A Giant Client
Zero Room for Ambiguity.
Two Weeks. A Giant Client
Zero Room for Ambiguity.
Two Weeks. A Giant Client
Zero Room for Ambiguity.
Pine Labs' team works fast and with precision. The brief was tight: two weeks, multiple deliverables across products, and everything needed to hit a bar set by a company operating at national scale. The process had to be just as focused as the output.
Pine Labs' team works fast and with precision. The brief was tight: two weeks, multiple deliverables across products, and everything needed to hit a bar set by a company operating at national scale. The process had to be just as focused as the output.
Pine Labs' team works fast and with precision. The brief was tight: two weeks, multiple deliverables across products, and everything needed to hit a bar set by a company operating at national scale. The process had to be just as focused as the output.
APPROACH 1
APPROACH 1
Motion Behaviour First
Motion Behaviour First
Defined clear rules for how typography, layouts, and transitions would behave - creating a consistent visual system across all deliverables before producing a single frame.
Defined clear rules for how typography, layouts, and transitions would behave - creating a consistent visual system across all deliverables before producing a single frame.
APPROACH 2
APPROACH 2
Simplify the Complex
Simplify the Complex
Pine Labs' product features are technically sophisticated. The design challenge was turning that complexity into intuitive visual narratives that anyone a merchant or intern could follow.
Pine Labs' product features are technically sophisticated. The design challenge was turning that complexity into intuitive visual narratives that anyone a merchant or intern could follow.
THE DELIVERABLES
THE DELIVERABLES
THE DELIVERABLES
Two Products.
One Consistent System.
Two Products.
One Consistent System.
Two Products.
One Consistent System.
1. Pine Labs Expense Management Frames
1. Pine Labs Expense Management Frames
1. Pine Labs Expense Management Frames
2. Pine Labs ScanR Frames
2. Pine Labs ScanR Frames
2. Pine Labs ScanR Frames
THE IMPACT
THE IMPACT
THE IMPACT
Content That Raised
The Bar.
Content That Raised
The Bar.
Content That Raised
The Bar.
The scope covered two of Pine Labs' core product lines - Expense Management and ScanR. Each required its own visual narrative and product story, but both had to communicate the same standard of craft, clarity, and brand confidence.
The scope covered two of Pine Labs' core product lines - Expense Management and ScanR. Each required its own visual narrative and product story, but both had to communicate the same standard of craft, clarity, and brand confidence.
The scope covered two of Pine Labs' core product lines - Expense Management and ScanR. Each required its own visual narrative and product story, but both had to communicate the same standard of craft, clarity, and brand confidence.
"Biz loved the content, Thank you!"
-Pine Labs Team
"Biz loved the content, Thank you!"
-Pine Labs Team
"Biz loved the content, Thank you!"
-Pine Labs Team
REFLECTIONS
REFLECTIONS
REFLECTIONS
What Working With a Giant Teaches You.
What Working With a Giant Teaches You.
What Working With a Giant Teaches You.
Fintech Demands Precision
Fintech Demands Precision
This was my first fintech project - and it changed how I think about communication design. When the product is financial, ambiguity isn't just bad UX, it's a trust problem. Every design decision needs a reason.
This was my first fintech project - and it changed how I think about communication design. When the product is financial, ambiguity isn't just bad UX, it's a trust problem. Every design decision needs a reason.
This was my first fintech project - and it changed how I think about communication design. When the product is financial, ambiguity isn't just bad UX, it's a trust problem. Every design decision needs a reason.
Assets ≠ alignment
Assets ≠ alignment
Pine Labs had excellent assets, the gap was in how they were being applied. I learned that a strong asset library can actually mask a weak system. The work was as much about creating rules as creating visuals.
Pine Labs had excellent assets, the gap was in how they were being applied. I learned that a strong asset library can actually mask a weak system. The work was as much about creating rules as creating visuals.
Pine Labs had excellent assets, the gap was in how they were being applied. I learned that a strong asset library can actually mask a weak system. The work was as much about creating rules as creating visuals.
UP NEXT
UP NEXT
UP NEXT
EssentiallySports +19.3% CTR in Newsletters
EssentiallySports +19.3% CTR in Newsletters
EssentiallySports +19.3% CTR in Newsletters
How redesigning product drove measurable adoption across a complex issues that readers faced on daily basis.
How redesigning product drove measurable adoption across a complex issues that readers faced on daily basis.
How redesigning product drove measurable adoption across a complex issues that readers faced on daily basis.
Have an idea in mind?
Have an idea in mind?
Let's Talk!
Let's Talk!
& create something meaningful together
Made with ❤️, layers & late night coffees.
Made with ❤️, layers & late night coffees.
©2026, Suhail Quraishi
©2026, Suhail Quraishi
Have an idea in mind?
Let's Talk!
& create something meaningful together
Made with ❤️, layers & late night coffees.
©2026, Suhail Quraishi