Building a fintech
creative function
from the inside out
Yoco is one of Africa's most ambitious fintech companies — a payments platform built for small and medium businesses. I joined as Head of Creative Studio during a pivotal strategic shift, with a brief to build a creative function capable of matching the company's ambitions and lead the creative across two major product launches and a full app relaunch.
The work spanned three distinct creative challenges — each requiring a different approach. The app relaunch needed to feel fresh and confident on a lean budget, delivered as part of a CRM campaign to re-engage the existing merchant base. The Yoco Counter launch demanded something slicker: a polished product demo that could carry a new hardware product into market with authority. And threading through all of it, a social campaign called Blue Gems — named for the iconic blue Yoco machine — that put real merchants at the centre of the brand story.
Across all three, the creative had to work as hard commercially as it did on brand. That meant connecting directly to performance marketing and CRM — not sitting apart from it — and building a studio capable of moving at the speed a growth-stage fintech demands.
studio build Structure, culture, process
integration Creative workflow augmentation
performance Creative connected to commercial
Head of Creative Studio / Executive Creative Director. Responsible for building and leading the team, and creative direction across all three campaigns.