Paysafe grew through rapid global expansion and acquisition. To keep growing, Paysafe needed a brand that would unify their ever-changing business.

 

Insight, strategy, brand design, product innovation and capability building.

 

 
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Paysafe has 2600 staff in 12 global locations, and offers 200 payment types in over 40 currencies. Despite this scale, it acts like a startup—rapidly building products at the pace of the market and aggressively acquiring other payment businesses. This resulted in a huge business of enormous brand complexity.

The challenge was to create one brand without constraining flexibility. To create an icon that could cope with Paysafe’s ever-expanding house of brands. And to unify a business that constantly changes its proposition.

Spurred on by a hungry client team of natural Changemakers, we welcomed this complexity. We saw Paysafe as an emerging breed of business fit for our times—a brand that is adaptable, but offers global scale. That could be relevant, everywhere.

We crafted a simple, iconic identity. One that helps the brand stand out in the many markets and channels where it appears. Underpinned by a highly flexible brand architecture—meaning this icon could also evolve and constantly change.

The identity has been implemented globally, with the brand launching simultaneously at Money 2020 and Indy 500 (watched by 8 million people worldwide).

But to act as one global brand, Paysafe needed to do more than look different. It had to go to market differently—allowing customers to ‘Plug into Paysafe’ by configuring their payment solution directly.

So we mapped Paysafe’s capabilities to their customers, and then redesigned their website to help customer meet product. In close collaboration with Paysafe’s product and development teams, we were able to take this website from concept to global implementation in just under 8 weeks.

Technology aside, Paysafe is nothing without brilliant people. Working with the Brand and HR teams, we created a purposeful employer brand proposition to unite current employees wherever they are, and attract future stars away from the likes of GAFA.

“The team at KBS Albion immediately understood what we were trying to achieve and have worked closely with us for several months to ensure our new identity positions us as the platform of choice in global payments. Our new brand strategy represents a significant milestone in our evolution as a company and symbolises the next stage of our growth journey.”

The results:

Since we commenced working with Paysafe...

Acquired by CVC Capital for £3 billion in Jan 2018

Became the 4th largest payments processor in North America

Launched the first Paysafe-branded product across Europe—Paysafe: Cash

Paysafe are now increasing their marketing investment to attract more customers for their innovative propositions.

If you want to unlock new growth from your portfolio of brands or businesses, get in touch.

 

Paysafe are now increasing their marketing investment to attract more customers for their innovative propositions.

 

If you want to unlock new growth from your portfolio of brands or businesses, get in touch.

 

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