Worldpay
Visual Storytelling · Multi-Channel Campaign · Infographic Design
The Challenge
PSD2 legislation introduced complexity, confusion, and anxiety for merchants. Worldpay needed to explain a dense regulatory shift clearly, establish authority, and position itself as a trusted guide, not just a payments provider. This wasn’t a design problem. It was a comprehension and confidence problem.
My Role
I led the art direction, designed and built the visual storytelling for the PSD2 campaign, working closely with strategy and content to translate complex regulation into clear, human-centred narratives.
The Approach
Strategic Simplification
- Identified the core merchant pain points hidden inside technical language
- Reframed PSD2 as a story about change, risk, and opportunity rather than regulation
- Structured content to guide audiences from high-level understanding to deeper insight
Narrative System Design
- Designed isometric illustrations, infographic layouts, and motion storyboards, creating visual clarity for complex information
- Ensured consistency across formats so each asset reinforced the same story
Cross-Format Translation
Designed a connected campaign ecosystem including:
- White paper
- Infographic
- Explainer video
Each format worked independently, but together formed a coherent learning journey.
Execution
- Art direction and design across all assets
- Visual system that scaled from static to motion
- Close collaboration to ensure accuracy without sacrificing clarity
Outcome
- Complex regulation made accessible and actionable
- Strengthened Worldpay’s positioning as an expert partner
- Increased engagement with long-form content through clear entry points
Why this matters
This campaign transformed regulatory anxiety into business opportunity for Worldpay. By making PSD2 comprehensible, the campaign positioned Worldpay as trusted advisors rather than just payment processors - strengthening client relationships during industry disruption. The multi-format approach met merchants wherever they were in understanding PSD2, driving engagement with technical content that competitors struggled to make accessible.
The Challenge
PSD2 legislation introduced complexity, confusion, and anxiety for merchants. Worldpay needed to explain a dense regulatory shift clearly, establish authority, and position itself as a trusted guide, not just a payments provider. This wasn’t a design problem. It was a comprehension and confidence problem.
My Role
I led the art direction and visual storytelling for the PSD2 campaign, working closely with strategy and content to translate complex regulation into clear, human-centred narratives.
The Approach
Strategic Simplification
- Identified the core merchant pain points hidden inside technical language
- Reframed PSD2 as a story about change, risk, and opportunity rather than regulation
- Structured content to guide audiences from high-level understanding to deeper insight
Narrative System Design
- Developed an isometric visual language to clearly map systems, flows, and relationships
- Used hierarchy, pacing, and metaphor to reduce cognitive load
- Ensured consistency across formats so each asset reinforced the same story
Cross-Format Translation
- Designed a connected campaign ecosystem including:
- White paper
- Infographic
- Explainer video
Each format worked independently, but together formed a coherent learning journey.
Execution
- Art direction and design across all assets
- Visual system that scaled from static to motion
- Close collaboration to ensure accuracy without sacrificing clarity
The Outcome
- Complex regulation made accessible and actionable
- Strengthened Worldpay’s positioning as an expert partner
- Increased engagement with long-form content through clear entry points
Why This Matters
This project demonstrates my ability to:
- Translate complexity into clarity
- Design narrative systems, not just assets
- Balance precision with emotional reassurance
It shows how I apply storytelling principles to strategic communication, particularly where trust and understanding are critical.
PSD2 Awareness Campaign
