Paysafe Group - Brand refresh
In 2019, while at Third Channel, Paysafe approached me to develop "... an entertaining Tone-of-voice, and engaging Storytelling mechanic* to be used across their brand.
What followed was 18mo of in-depth audience and strategic development, and the birth of a comprehensive set of brand guidelines, suite of videos and hyper-nuanced animation guidelines with which they could demonstrate their products, features and benefits.
Paysafe was purchased as part of a private Spac deal in 2020 valued at £9Bn.
As creative and strategy director, I was responsible for conceiving the approach, hiring and directing my team of strategists, brand & interface designers, animators, illustrators, colourists, and VO artist. I developed the concept and directed the creative and strategy end-to-end, from client pitch through to delivery.
Earlier work involved multiple stakeholder interviews and the development of key deliverables. Namely, an eleven-stage acquisition funnel, a comprehensive understanding of their customers (who, and when within the 12mo sales conversation a person was being liaised with), a messaging matrix, and some overall targeted outcomes.
* Alex Gowar, Vice President, Brand & Product Marketing, Paysafe Group
“Payments technology is about making the complex simple. We worked with Third Channel to tell our story clearly and to help position us as a technology leader in a competitive market. This has helped us bring to life our brand and our products for our wide range of stakeholders.”
Alex Gowar – VP Global Marketing, Paysafe Group
Alex Gowar – VP Global Marketing, Paysafe Group
STRATEGY
Audience Deep Dive
User centric design is the only kind that counts. We realised our actual client-side decision makers were all deep within product development themselves. We built comprehensive models to discover their motivations and need state.
Once we understood the perceived brand, and the attributes of the end users, we explored physical metaphors to evoke their personal interests.
We decided on combining rugged frontier environments with hyper-futuristic HUD interface design. A marriage that evokes the sense of trailblazing adventure, with problem solving technology - traits we were confidant would speak directly to the vast majority of product developers in the sector.
We attributed each of the four Paysafe tech propositions to their own unique environmental landscape, to help better convey the complexities of their functions - Transact (cityscapes), Analyse (space exploration), Configure (oceanic shipping & cargo), Defend (mountaineering).
These four spaces provided a tremendous starting point to help explain the complex nature of Paysafe's propositions.
