Worldpay
Worldpay Brand Refresh
Meet the ‘new’ Worldpay
Worldpay has been a leading global acquirer for over three decades. In 2017, US fintech giant FIS acquired Worldpay to complement its banking and capital solutions businesses. However, in early 2023, FIS announced it was selling a majority share of the Worldpay business. Despite Worldpay’s unwavering strength and brand equity, the business wanted to project the confidence, stability, and optimism it felt as it moved into a new post-FIS chapter.
– Branding
– Campaigns
– Video Design
– Events
Empowering payments that move the world forward
Although the period with FIS accounts for a relatively short period of time in Worldpay’s 30+ years in business, the integration of the brands ran deep and, in places, obscured Worldpay’s simple brand promise – ‘The best way to Take, Make and Manage payments’. The refresh needed to preserve this core brand DNA while striking out in a new direction as a joyful declaration of independence. The new branding needed to work beautifully and authentically in an exhaustive set of contexts, managing to be simultaneously new, exciting and familiar and reassuring at a time when some Worldpay clients and partners might be experiencing uncertainty about how the change could affect their relationship with the business.
Most importantly, the challenge was to achieve the above while emphasising and reclaiming Worldpay’s heritage as a brand dedicated to the success of every merchant in every vertical, using every payments channel: online, in-store, omnichannel and embedded. This focus on innovation and service to merchants has been the cornerstone of the brand and needed to be elevated in the brand’s visuals and messaging.
One Worldpay. One voice.
Our previous brand refresh for Worldpay had featured a pulse line (to go with a previous strapline, “on the pulse of payments”). This had been part of a more tech-inspired aesthetic that preserved the Worldpay identity but was more in line with FIS’s tech-centric positioning.
The new solution needed to ‘open up’ the brand, making it lighter, brighter and more people-focused while retaining Worldpay’s unrivalled reputation for payment processing innovation. Although we wanted merchants of every kind to see themselves and their customers in this ‘people first’ approach, we were keen not to rely on the industry’s tired visual language of showing too much payments hardware or too many people in typical payment situations. Instead, our approach led us to prioritise a broader context and highlight the impact of partnering with Worldpay on its clients’ customers.
A sharp dressed brand
The refreshed brand is clearer and simpler. The thin pulse line has been replaced by the Worldpay ‘card’, an oblong shape that acts as a window on Worldpay’s proposition. Through the cards, Worldpay showcases its brand pillars of People, Technology and Scale.
The colour palette has been honed into more disciplined four-colour primary and secondary palettes. The Worldpay logo has been elevated in the design scheme, making more of the iconic red W – a reassuring character symbolising the brand. Its weightier three-dimensional execution conveys substance and stability and offers many opportunities for playful set dressing at the many global industry events at which Worldpay’s presence is guaranteed.
Brand recognition is further boosted through a suite of simple but expressive icons. Worldpay’s people-centric philosophy is evident in the bold, real-world people and situations shown, often with a pop of red to echo the logo. This is all presented under the banner of the new strapline that highlights Worldpay’s impact on global commerce: ‘Worldpay. How the world pays.’
