Payment processing brand Worldpay has turned to SomeOne to create an entirely new brand.
The new look brand marque created by SomeOne informs all facets of the brand form an extensive icon set to a bespoke headline typeface which have now been applied to varied items across 40 countries, from websites to terminals, pencils to meeting rooms.
Lead designer, Thomas Dabner, explained: “Because Worldpay operate on such a large scale it was important from the beginning to develop a core idea which would tell their whole story through their branding. Yes they process transactions and provide payment solutions, but what they really do is connect people. They enable buyers and sellers to interact with one another from anywhere in the world, seamlessly and with ease.”Previously owned by the Royal Bank of Scotland, Bain Capital and Advent international bought a majority stake in the company, taking full ownership in late 2013. Valued at over £2bn the new ownership prompted the organisation to step up operations, with a new focus and newly energised management team. SomeOne worked with the team to undertake the task of connecting all corners of the business which processes some 26 million payments a day. With a large number of sub-brands, endorsed brands and products, Worldpay decided the tome was tight to unite the many. As Worldpay is a big brand with big ambitions SomeOne created a Big World for them to work right away, and keep working for them across platforms, applications, products, services and future challenges.
Dabner added: “We have developed a world based on the idea of fluid connections which takes different forms depending on where you come into contact with Worldpay. From a bold light based brand property which echoes the trails of digital payments, right down to creating an entire suite of iconography that carries the same depth as the rest of the brand. Everything has been designed to be recognisable as Worldpay even when you can’t see a logo.“It’s been an immense challenge, but one which hopefully has allowed us to help set a new precedent within the payments sector.”Phillip Jansen, CEO Worldpay, said of the rebrand: “This is a very exciting milestone for Worldpay our people, our culture and our journey. We are investing heavily in growing and maintaining our market leading position and having the right base is key to that. This is a significant step in evolving our business and our culture as we strive towards our goal of becoming the world’s leading independent payment processing company.”SomeOne worked with DigitasLBi to launch a new approach to the brand’s digital experience, creating a site that is a “radical but logical departure for the entire sector.”