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.
Launching a new brand to customers that relied on the business to process all their transactions was a communication that needed to be reassuring as well as optimistic. Portraying an innovative and bright future through the subtleties of user interactions and experiences, the brand’s tone of voice needed to come over not only through the words and images on screen but also the way the site behaved.