In August 2017, Vantiv and Worldpay, category leaders in the United States and the United Kingdom, announced a $10.4B merger that would create the world’s largest payments processor. With complementary capabilities and a significant global presence across segments and channels, the combined business would become a Fortune 500 company and the undisputed leader in omni-commerce.
In the run-up to becoming a single company in January 2018, MBLM worked closely with the senior brand integration team to develop a strategic brand platform. Our work focused on developing a compelling brand promise and a new tagline—“Advancing the ways the world pays”— that would represent the combined entity to all stakeholders. Concurrently, a brand architecture framework was developed to streamline and rationalize the product offerings.
MBLM’s next challenge was to create a logo and visual identity system to establish the new look and feel. Working closely with the client’s marketing and communications teams, MBLM created the assets, templates, a proprietary typeface, image and icon libraries that will be the foundation for projecting the new brand personality across media and channels.
In support of bringing the two companies together “forward as one company and one brand,” MBLM created specific components for the internal values and the brand launch. This included digital and print communications as well as environmental applications.