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Zapp Someone Creative

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

By Gillian West | Social media manager

SomeOne

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Zapp article

September 10, 2014 | 2 min read

Mobile payment service Zapp has engaged SomeOne to create its brand and visual identity.

Enabling real-time payments on mobile phones via existing mobile banking applications, Zapp’s brand world centres around the ‘Tingle’, a graphic representation of the feeling you get with things 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.

Zapp Someone Creative

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HOW WE WORK

Over the past decade we’ve heard businesses ask us the same question, ‘I know we need to change, I know you can make things attractive, but how can we make it stick?’ This conundrum is the biggest strategic challenge facing modern brands and SomeOne’s specialist subject.

We make change pay for brands in all sectors, all countries, all of the time.

We invent brands with clients. Or re-invent them ready for new business challenges. We do branding, not blanding.

We don’t change symbols, we create symbols of change.

Unlike large, traditional groups, working with SomeOne means you meet and work with the people who actually do the work. Direct contact with SomeOne’s creative minds means ideas flow more freely, which is important as great brands need great opinions. We don’t fit projects into pre-determined processes, we create bespoke teams around each project.

Ideas excite us, they shape the future, add value and signal change. We’ve moved from being a cost, to an asset. We help organisations, products and services profit from change. That’s why we concentrate on creating Big Ideas first, then go about making them beautifully. We often create monopolies for brands by employing creativity to connect business strategy with memorable and adaptive visual executions.

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