Paysafe is a very large, very complex online payments company. As part of the company’s evolution, Paysafe sought to transition from a distant holding company to a fully-fledged B2B payments platform company. I worked with Albion to establish a new architecture, define the positioning, and build a scalable identity that served the B2B offering as well as the group, consumer, developer, and employer brands.

I led the brand design and assisted in developing a new brand architecture and positioning.

The new identity is informed by Paysafe’s technology stack and growing portfolio of capabilities that business partners access. Messaging emphasises the many ways customers can plug into the Paysafe ecosystem and a new strapline positions the company as a one-stop shop for payment solutions.

The circle defines the visual expression. The shape is efficient, easy to implement, and capable of holding different meanings depending on the execution and supporting messaging. The circles are used in a varitey of ways to create bold and vibrant designs. The random motif is jubilant, expansive, and suggests endless possibility. The more controlled executions are conceptual and work to support key messages and ideas.

I’ve done a few rebrands and this is the only one where I’ve come in the next day and there was the brand. It was amazing. We really wanted to have that overnight wow effect and I think we achieved it.

Oscar Niebor
Cheif Marketing Officer

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