The Challenge
In the competitive landscape, Verifone was challenged by the new digi-physical brands like Square, Clover, Izettle and even Adyen—therefore also needing to reclaim their actual market leadership. With this in mind, there was a strategic need to show the shift from being a pure physical device company to becoming this omni-channel payments company: through a revised strategic position as well as an updated identity. One that should empower a renewed/broadened focus also on small-to-medium-sized companies and not only large enterprises. and create a web/digital experience that caters to both to better convert to actual sales. As a company, Verifone operates not only across 165 markets, but locally also operates with quite different business models: Diverse focus on Enterprise vs Small & Medium business, and between selling direct via banks—via independent operators and vendors. The new identity therefore needed to cater not only to a global market with regional and cultural differences, but also to very diverse target groups of buyers/users.
The Solution
By creating a visual and story-telling standout in a traditional and corporate-looking financial category, Verifone was infused with a digi-physical presence that captured its strategic shift becoming a more omni-channel fintech company. Being perceived as primarily a physical payment device company, particularly in face of new competitors, Verifone needed an modernized identity that made their heritage in payments more relevant and agile, showing that they are THE architects of commerce: Creating modular (payment) ecosystems for an ever-changing world of commerce, translated into an identity of fluid transactions from one point to another. Connected, flexible and constantly changing. In 3D space, in device UI, in iconography, patterns and of course logotype.