Paymium is a French cryptocurrency exchange platform founded in 2011 under the name “Bitcoin-Central” [1]. In 2026, the company undertook a complete rebranding, unveiling a new visual identity, a new brand signature, and a redesigned digital platform (website and app) to position itself as a reference partner for executives and wealth investors [2].
Design and History
Paymium’s 2026 rebranding marked a deliberate shift away from the codes of tech and gaming, which had appealed to early adopters, toward a more serious image targeting a new audience of investors aged 40 to 65 seeking financial guidance [3]. The company’s marketing and communications director, Ludovic Lagalle, explained the motivation: “The market has changed, our clients have changed, we had to express our singularity” [3].
After soliciting five agencies, Paymium selected the design agency Dernier Cri for the complete website redesign, while an in-house UX designer rebuilt the mobile application [3]. The new website went live on July 6, 2026 [2].
The resulting identity was described as calmer, with more space and clarity, and an “accompanying image” intended to guide users and ensure no one is left behind on the platform [3]. The new identity was designed to feel closer to that of a bank or an investment advisor [3].
Meaning and Symbolism
The rebranding was driven by a strategic repositioning: Paymium aimed to combine the power of digital assets with the serenity of a private bank [2]. The new visual identity was intended to move the brand away from its tech-oriented past toward an image of a financial assistant, with the goal of expressing the company’s singularity in a changing market [3].
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