Worldpay

THE CHALLENGE

The same but slightly different

Worldpay for Platforms is an integral part of the Worldpay ecosystem but as an embedded payments provider it is demonstrably different from the more traditional enterprise merchant and SMB-enabling offers that Worldpay is known for. ifour was tasked with inlaying, or ‘embedding’ this jewel into the Worldpay crown so that it at once became part of something much bigger but also remained what it always had been and able to tell its story of embedded payments as part of the Worldpay ecosystem.

THE APPROACH

Leave no one behind

Our overarching aim for the project was to ensure that everyone was ‘on the bus’ with the brand transition. Prior to acquisition the Payrix brand had enjoyed substantial equity and it was important that this latest chapter in its story was carefully signalled and the benefits of the next step of its transition into Worldpay was seen to be logical, beautiful and inevitable.

True colours

The inclusive approach to incorporating the new line of business into the larger brand and communicating a sense of innovation and ease of use were the guiding lights for both the branding and website projects. Working with the Worldpay for Platforms team, we developed a new, dedicated colour palette that echoed Worldpay’s primary brand palette so that while being new, fresh and ‘owned’ by the new line of business, it was also unmistakably Worldpay. Purple, a secondary colour in the Worldpay brand palette but a primary colour in the Payrix palette was brought to the fore to maintain a sense of continuity. Gradients were introduced to symbolise seamless integration. The famous Worldpay red was discreetly omitted to emphasise the ‘same but different’ message.

Iconic

We developed brand iconography and illustration styles that underscored the Worldpay for Platforms proposition of innovation and simplicity. The people-centric imagery that characterises the main Worldpay brand was made more tech-focused to appeal to a software and platforms audience rather than more conventional SMB and enterprise merchants.

The updated brand also required its own standalone website for demand and lead generation. This had to be a seamless part of Worldpay.com but tell a different embedded payments story. ifour’s development team worked with the Worldpay for Platforms team and Worldpay.com’s web team to ensure the site straddled both of these narratives.

THE SOLUTION

Up, up and away

Six months after the launch of the rebrand and new website, the results are clear: 

• Organic search traffic – up 18.2%
• Direct traffic – up 9.4%
• Active users – up 6.46%
• Engaged sessions – up 4.13%
• Engagement rate – up 1.27%
• Scroll depth over 50% = up 18.9%

“Working with the iFour team on our website rebrand and development was a great experience. The project was well-organized from start to finish, with clear communication and a structured approach that kept everything on track. Their team was highly responsive and proactive in ensuring we provided necessary materials on time, and they effectively coordinated resources whenever specialized expertise was needed. The regular touchpoint meetings with clear agendas were invaluable in maintaining momentum throughout the project. Since launching the new site, we’ve seen a 27% year-over-year increase in users, which speaks to the effectiveness of their work. We appreciated their professionalism and collaborative approach in bringing our vision to life.”