Mobile payments service Zapp bases brand identity on 'feeling you get when things just work'

The active, relevant brand property built by SomeOne allows all communications and touchpoints to work together with SomeOne/Else developing the UI and product delivery.

Led by co-founder and executive creative director at SomeOne, Gary Holt, who said: “What’s interesting with Zapp, is not only the innovative and dynamic approach that the team at Zapp and Vocalink have, but the fact that it is driven from the user up. From consumers to merchants, banks to financial institutions, we have mapped and built brand worlds that are able to deliver relevant, beneficial and compelling communications and branded moments all the way through the journey.”

Account director at SomeOne, Francesca Casati, added: “It’s been really exciting working on such a project. From its scale to its importance in mobile payments, and from the breadth and depth of the work that we’ve been able to influence and direct. Working alongside digital and UX experts at SomeOne/Else has meant that the work is seamless, and considered for all experiences and journeys.”

Justin Basini, chief product and marketing officer at Zapp commented that working with both SomeOne and SomeOne/Else had enabled the brand to “harness” its “unique approach” of “aligning the interests of the three major stakeholders: the financial institutions, the merchants and the consumers”.

VCCP is creating the advertising and communications for Zapp.