Magnati - stephenmcgilvray.com

Turning payments into possibilities

How we pay and take payments for goods and services is changing. As our lives have become more digitised so have the methods of processing and handling transactions. Consumers desire for simplicity, frictionless living and connectivity has driven a revolution in the world of payments, leaving the legacy systems, that fuelled the previous generation of transactions and payments, no longer fit for purpose. Cheque anyone?

First Abu Dhabi Bank (FAB) had been at the forefront of these changes in payments infrastructure and innovation, working with SMEs and large global corporations to revolutionise the payment landscape. But with the rise of challenger brands in this space, such as Square, Adyen and Stripe, bringing a fresh and differentiated approach to brand and communications, meant FABs association with the more traditional banking sector had left them looking more ‘old guard’ than the vanguard of digital payments that they actually were. Our challenge was to help them reclaim the leadership role by creating a fresh new brand and identity that all FABs digital payments services, solutions and innovations could be part of and pave the way for an exciting new company that would stand alone from FAB.

Our research showed us that most businesses don’t give much thought to their payments function. They see it as something that sits between them and their customers. A source of cost, rather than a lever of profit. But our brand idea - Payments into Possibilities - turns all that on its head. By focusing on all the amazing benefits that FABs intelligent payments platform could bring to the businesses to help them grow, we unleashed the potential of payments and make commerce count. By turning payments into possibilities, we are the payments partner that keeps our customers in front of their competition.

Strategy x Naming x Brand Identity x Guidelines x Launch materials