Vistra

THE CHALLENGE

Empowering payments that move the world forward

Although the period with FIS accounts for a relatively short period of time in Worldpay’s 30+ years in business, the integration of the brands ran deep and, in places, obscured Worldpay’s simple brand promise – ‘The best way to Take, Make and Manage payments’. The refresh needed to preserve this core brand DNA while striking out in a new direction as a joyful declaration of independence. The new branding needed to work beautifully and authentically in an exhaustive set of contexts, managing to be simultaneously new, exciting and familiar and reassuring at a time when some Worldpay clients and partners might be experiencing uncertainty about how the change could affect their relationship with the business.

The approach

One Worldpay. One voice.

The new solution needed to ‘open up’ the brand, making it lighter, brighter and more people-focused while retaining Worldpay’s unrivalled reputation for payment processing innovation. Although we wanted merchants of every kind to see themselves and their customers in this ‘people first’ approach, we were keen not to rely on the industry’s tired visual language of showing too much payments hardware or too many people in typical payment situations. Instead, our approach led us to prioritise a broader context and highlight the impact of partnering with Worldpay on its clients’ customers.