SumUp
Youth-focused identity for money that gives back.
Right to Left worked with the in-house team at SumUp on naming, strategy and design for their sub-brand SumUp Pay.
![](https://freight.cargo.site/t/original/i/a10b216e7e8927be78ad7ef60313bdcb4749bbc1acf95401647c85e5b8ab8c70/Right-to-Left-for-Sumup9.jpg)
The project started with a sprint in Germany bringing all the stakeholders to the table, and over a six-month period, involved iterating and editing the brand design until the launch in March 2022.
The resulting visual solution creates a digital representation of money that is youthful and full of play, taking inspiration from the aesthetic of anti-forgery holographic textures embedded in physical banknotes.
The resulting visual solution creates a digital representation of money that is youthful and full of play, taking inspiration from the aesthetic of anti-forgery holographic textures embedded in physical banknotes.
![](https://freight.cargo.site/t/original/i/b619f6fb2249d7c81e16dd21e4858a50df8e5af5a8b847be54cefcb0e16df355/Right-to-Left-for-Sumup.png)
![](https://freight.cargo.site/t/original/i/326603f9f9bb1b9c53266b12e53f716a3e2059d3b470129d7486655fbd44236d/Right-to-Left-for-Sumup21.jpg)
![](https://freight.cargo.site/t/original/i/3636ed391a7ae70624f10f56978db128b37a33edbf0308ab628940a9e668abce/Right-to-Left-for-Sumup6.png)
![](https://freight.cargo.site/t/original/i/f6201af87a53027fc2dc5f561f7ea3aa273f425b20f4627ee617a70984154845/Right-to-Left-for-Sumup7.png)
![](https://freight.cargo.site/t/original/i/eab18be30e3b5890a8c1ca7fd7c1ba90edf4780b112b19e3ea2da87224c4b827/Right-to-Left-for-Sumup14.jpg)
![](https://freight.cargo.site/t/original/i/bd28db958221a68421a66bb5fc057ae0bab6dc6328123b8403a78629863f9e9a/Right-to-Left-for-Sumup17.jpg)
![](https://freight.cargo.site/t/original/i/0a9533a237091cf718b9a317c4453165fcd18e325318655453e96113375cc1aa/Right-to-Left-for-Sumup16.jpg)
![](https://freight.cargo.site/t/original/i/92ec6c86fa79f9e52a81f402e6eff1ae46048428b815f3229855be4a7ccb74ce/Right-to-Left-for-Sumup3.png)
![](https://freight.cargo.site/t/original/i/0b6ca5bd7175c9e3c95c4796c34a6e609654f6fbbc9bff320c7c3c4338b61b7d/Right-to-Left-for-Sumup12.jpg)
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SumUp Pay is a project by Right to Left & SumUp’s internal design team
Creative direction:
Samar Maakaroun
Design team:
Chung Hin Ching, Yi-Zhi Huang, Claudia Chiavazza, Lucja Wroblewska
Jun Ikeya, Dawn McCance, Sergio Barros from SumUp internal team
Strategy:
Daniel Bartel, Pamela Mead from SumUp internal team
Product and product strategy:
Jan Meier, Neil Harmon from SumUp internal team
Creative direction:
Samar Maakaroun
Design team:
Chung Hin Ching, Yi-Zhi Huang, Claudia Chiavazza, Lucja Wroblewska
Jun Ikeya, Dawn McCance, Sergio Barros from SumUp internal team
Strategy:
Daniel Bartel, Pamela Mead from SumUp internal team
Product and product strategy:
Jan Meier, Neil Harmon from SumUp internal team