Challenge
With an extensive professional experience in online payment processing, Symphopay’s founder challenges the status quo of brick-and-mortar retail establishing an ambitious and visionary startup. Thus, a middleware solution of card payment processing for retailers is born, aiming to transform the POS terminal into a new channel of interaction at the point of sale. Being aware of its potential of business, evolution and international scalability, Symphopay wants to prepare its entrance on foreign markets. In this context, following our discussions with the Symphopay team and our research on its business environment, we noticed the difficulty of conveying unitary and consistent brand messages to the two types of audiences – merchants and banks -, considering that they have different needs, expectations and understanding of the new fintech solution. How can a new business communicate in a clear, coherent and relevant way addressing different audiences?
Solution
Courageous positioning and coherent identity To support the aspiration that created the Symphopay solution and to drive its ascension, we put in place a comprehensive process to define the brand strategy, to articulate the brand promise of value and to align the brand identity with its vision. The DNA of a brand with a bold vision During our workshop with the Symphopay team and the interviews with its customers, we found the answers to the essential questions of any business: WHY it exists (brand purpose), HOW it follows its vision (values, personality, benefits, differentiators), WHAT tools it needs to support the purpose (functional attributes). This way, we revealed the bold brand vision to create engagement with every single interaction and thus open up new ways for the world to interconnect through technology. The tagline “from payment to engagement” encourages the change of perspective The brand positioning and its promise of value are translated into a brief, yet strong and suggestive message: “from payment to engagement”. The tagline expresses the brand vision to change the perspective on card payments in an offline environment. In this way, payment is no longer the final intent, but only an outcome of the interaction between the retailer, its customers and its bank. Creating engagement becomes the interaction’s scope. The new identity emphasizes on expanding the horizon towards interconnection The graphic elements in the new logo suggest the transition from a limited, confined area, specific to traditional retail and the banking system, to a broad horizon, open to new opportunities to interconnect, placing the brand in a dynamic, actual, digital environment. For the wordmark we chose to use a typeface with technical finish, appropriate for the industry, but friendly, with rounded characters, at the same time, to express the idea of interaction, closeness to the customers, easiness in using the Symphopay solution. The creative platform systemizes and maintains coherence of the brand communication By creating templates for brochures, company profile and other presentation formats, and by defining the rules in using them, we wanted to ensure that the brand communication style is coherent and easy to maintain regardless of the audience. The visual support was completed by recommendations of tone of voice to be used in the communication, based on the brand values and considering the keywords of the industry. The website presents the complexity of Symphopay’s technology in an accessible way Starting from the brand visual identity, we structured the website content in a general section and a distinctive section for each customer category – merchants or banks. The graphic elements and simple, clear, relevant messages make the Symphopay website a friendly interface, accessible to everybody, making easy the navigation and interaction with the brand and its solutions.
Results
\ The courageous vision and positioning to drive brand’s ascension \ The brand promise of value translated into a tagline that encourages the change of perspective \ The new visual identity, aligned with the brand aspiration to expand the horizon towards new opportunities to interconnect \ The creative platform to systemize communication with different brand audiences and to maintain coherence \ The website with a simple, accessible structure, dedicated to each category of customers.
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