Rebranding AccessPay a ‘FinTech’ Cloud Start-upDan Greenall
Cloud technology is changing everything, the way we work, rest and play. The future belongs to those who prepare for it today, and at AccessPay we’re continuing to develop and build our brand continuously. We’re sheading the dreary, utilitarian standard seen across the sector. We’re a fresh and vibrant young company and our brand should both reflect us and the rapidly changing payments and cash management landscape.
How we began the rebrand?
The journey began with the website and printed materials. Mostly a mish-mash of conflicting styles. Even the consistent elements seemed dated and in much need of a revamp. We started looking at colours, graphical styles, stock images and type-faces in our quest to define our new identity. It was important for us to bridge the worlds of high tech software start-up and stable, reliable financial software for large corporates.
Currently the world of payments and cash management is split almost entirely into two camps; red and blue. There are some exceptions that stand apart, but the majority tend to follow the same trend, and in the west, blue tends to be the colour of choice.
Blue was already the primary brand colour of AccessPay so for the time being we chose to stick with it. The shade however we opted to change, switching from a darker royal blue, to a brighter more tech friendly colour (#008cff) for digital communications. We also added to the colour palette with some bright but clean complimentary colours such as the mango orange (#ffa200) and the apple green (#42cc5c) for UI actions. The new palette is fresh and lends itself well to diagrams and illustrations, with a punchy confidence to attract attention. There can be a danger of these colours being overused however, so our next iteration will include a more muted palette, especially for more corporate focused content.
Aside from the colours and font choices, our main aim with the website and print materials was to make them easier to use and understand. This has been an ongoing process of experimentation and testing and will likely continue as we adapt to a new and changing market. For us everything from product user interfaces to email signatures, brochures, contact forms and powerpoint slide shows; needed a complete overhaul. For the moment our communication tool of choice is a custom icon set to represent various abstract concepts in a concise and meaningful way. These may give way to more complex illustrations or stock photographs as we continue to evolve the brand. For now they’re our bread and butter, they help us tell a story and in a short and concise manner without relying too heavily on walls of text to describe complex subjects.
Utilising the power of video
Part of the redesign of the website involved giving more prominence to videos. Here at AccessPay we have a large catalogue of informative videos and we wanted to showcase them the best we can. We created a comprehensive video hub page, which contains all of our videos, in one easy to navigate space, as well as a mini ‘featured videos’ drop down on relevant pages. In addition, we gave huge prominence to our testimonials, giving them significant screen real-estate to showcase the real world implementations of our product range.
Overall the new website has seen a healthy increase in visitors through better thought-out copy and search engine optimization as well as an easier to use UI. The sales presentations and printed materials have also been a tremendous success. We’re not content to sit on our laurels however, some things still need refining and others may need a complete change of tack as we start to focus on corporate clients over the SME sector. As we change the payments and cash management landscape, we too must adapt to stay ahead of the game.
What’s in store for the future of AccessPay’s branding?
As with all start-ups, things are constantly in flux, we move with the ebbs and flows of the market and design trends. The challenge is to define an identity to something, which is constantly changing and evolving. Although we’ve started to reign things in, there is an ever-growing stream of new ideas and for the time being at least, there is still much to do.