Payreq: A B2B brand revamp and relaunch
Client
Payreq
What we did
Brand strategy, positioning and story
Brand visual identity
Digital experience
Content marketing
Copywriting (marketing & PR)
Story-led design
Thought leadership
Payreq is a Sydney-based SaaS scale-up that achieved impressive growth thanks to a killer product and a wide network. But when the time came to accelerate that growth through marketing, the team realised they had an overly complex story and a dated brand and website.
Their first smart move was to appoint CMO Tracey Milham, who wanted to move fast. Working closely with her over three months, we delivered: a new story, brand, website and portfolio of content.
A new positioning and brand story
Payreq is the kind of multi-featured, horizontal product (not made for a particular industry, persona, or company type) that presents a messaging challenge to so many start-ups and scale-ups. To add to the challenge, it didn’t neatly fit into an established product category.
We needed to develop a brand narrative at an altitude that helped Payreq comprehensively communicate who it was and what it did. We could then create messaging around different aspects of its offer.
At the heart of the new Payreq messaging is a unifying customer benefit: putting end users in control. It’s less an announcement and more a promise – one that also allows us to share key product features, while articulating the fact this is a new and exciting type of platform:
Finally! A billing, payments and information-sharing platform that puts customers in control.
A new visual identity
Payreq’s visual identity needed to underline this positioning and messaging. Key themes of customer control, security and space influenced the visual treatments, including the symbol in the logo lockup as well as the graphic language throughout.
We developed Payreq’s design system to be simple and economical for their small marketing team to work with. It features a highly flexible graphic language, a scalable photographic library, and a distinctive typographic choice in the form of Clash Grotesk.
A new website
When we started working with Payreq it essentially had three websites – covering the primary geographies it served. We worked with Tracey to unify these into one global website, designed with the goals of the business and the user journeys of different visitors (which include business partners, business customers and consumers) in mind.
Our modular design system gave us an efficient and sustainable build. We left the Payreq team with a simple-to-use, difficult-to-break WordPress website.
A new content library
Payreq needed a core foundation of content (ebooks, case studies, social banners, blog posts, event materials) that spans each stage of the marketing funnel for the customer segments they’re targeting.
Now that Payreq is growing from strength to strength, we’re building out this content library and working with Tracey on the next phase of growth. Watch this space.
Testimonial
