Online payments often cause friction for the customer and raise barriers to innovation.
Since 2010, Trustpay Global has set out to disrupt the industry by making payments simpler for all, and helping clients innovate by building and optimising checkout experiences. Whilst performing very well from word-of-mouth recommendations, their reputational value was suffering due to international conflicts with their original name, coupled with a distinct lack of a strong, identifiable brand presence. We Launch were tasked with devising a new proposition, name and identity that would provide the business with standout in their market – mirroring the quality of their product and offering, and extending their reach and appeal in the process.
We began by undertaking in-depth secondary and primary research, including both internal and external stakeholders. This uncovered key benefits that their audience saw in the TrustPay Global offering.
From here we could derive insights that allowed us to shape the brand around its core values. The brand strategy focused on two main areas. Firstly, their team always start by listening, and through an adaptable approach they ensure their clients always receive the most innovative solutions tailored to their specific needs. Secondly, a drive for continual improvement fuels their aim to always make the complex simple, and in so doing deliver quantifiable improvement, reduce risk, and create smoother experiences for the end user.
Strategic Definition & Planning
To reflect the strategy, the first requirement was a new name for the brand.
Taking inspiration from a 12th Century Middle English word meaning ‘to pay’, we devised a succinct new name - Payen - that acknowledged the brands’ dynamic offering along with a link back to a history of global payments. International in feel, the new name is highly memorable and importantly in this sector - it was a solution they could immediately own and trademark. With a proposition and a new name in place, Payen required unique and ownable brand identity, visual language, and brand assets.
New Name & Brand Identity
In a payments industry awash with greens and blues, the colour palette of yellow and purple creates stand out and aids identification.
A black and white portrait photography style was adopted that would create a global, personal and diverse perception of the brand.
Having planned all aspects of the photoshoot, we spent two days with leading portrait photographer Stuart McClymont capturing a series of direct and confident images.
The overall combination of graphic shapes, portrait photography and striking colours creates a highly distinctive identity and structure to the brand language.Stuart Lang, Creative Director, We Launch
Working together, the new name, positioning and identity gives Payen a strong and identifiable position in the global market.
It is now a brand that reflects and represents their innovative and collaborative approach - and beautifully simple approach to payments.