With extensive professional experience in online payment processing, the Symphopay founder challenges the brick-and-mortar retail status quo by establishing an ambitious and visionary startup. Thus, the middleware solution for processing card payments made at the merchant is born, which aims to transform the POS terminal into a new channel of interaction at the point of sale. Aware of the business potential, evolution and scalability at the international level, Symphopay wants to prepare its entry into foreign markets.
In this context, following our discussions with the Symphopay team and our documentation of its business environment, we found the difficulty of conveying unified and consistent brand messages to the two types of audiences - merchants and banks - who have different needs, expectations and understanding regarding the new fintech solution.
How can a new business communicate clearly, coherently and relevantly, addressing different audiences?
To support the aspiration that created Symphopay's solution and drive its rise, we went through an extensive process of defining the brand strategy, articulating the brand's value promise, and aligning the brand identity with its vision.
In the workshop with Symphopay team and interviews with its clients, we found answers to the key questions of any business: WHY does it exist (brand purpose), HOW does it manage to follow its vision (values, personality, benefits, differentiating attributes), WHAT tools are put at the service of the purpose (functional attributes). Thus, we articulated the bold vision of the brand to create engagement with every interaction and open new ways of interconnection through technology.
The positioning of the brand and its promise of value are translated into a synthetic message, but at the same time powerful and suggestive. The slogan “from payment to engagement” captures the brand's vision of changing the perspective of card payments offline. Thus, the payment is no longer the final intention of the interaction between the merchant, the client and the bank, but only an outcome of it. The purpose of interaction is to create engagement.
The graphic elements in the new logo are used to suggest the transition from a limited, restricted area, specific to classical commerce and the banking system, to an expanded horizon, open to new opportunities for interconnection, placing the brand in a dynamic, current, digital environment. Also, for the logo we chose to use a typeface with technical accents, associated with the field of activity, and at the same time friendly, with more rounded letters, to convey the idea of interaction, closeness to customers, ease of use.
By creating templates for brochures, company profiles and other presentation formats, as well as the rules for their use, we wanted to ensure that the brand's communication style is consistent and easy to maintain regardless of the audience it addresses. We supplemented the visual support with the recommendations of tones of voice used in communication, starting from brand values and taking into account key words/phrases specific to the field of activity.
Starting from the visual identity of the brand, we have structured the website into a general section and a section dedicated to each category of customers — traders/banks. Simple, clear, relevant graphics and messages make Symphopay's presentation website a friendly, accessible interface for everyone, making it easy to navigate and interact with the brand and its solutions.
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