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Signature Payments

Brand Strategy and Identity

With new leadership and new capabilities through acquisition, Signature Card Services was ready to grow their brand identity from a traditional credit card processor into a full-fledged payments solutions company. They asked NineDezine to help drive that transformation.

The Challenge

Our friends at Signature had a brand problem. Founded in 1997 as Signature Card Services, the company was a credit card processor focused on the higher risk category of merchants. As an early player in that space, they were well known and well respected. However, over time, the company had evolved beyond its original brand through acquisition and growth of services. And the payments industry had evolved as well – both the hardware and software sides of the business had seen revolutionary changes. It was time for Signature Card Services to evolve as well. But how could they evolve the brand while keeping the 20-years of good will they had established under the “Card Services” brand?

Our Approach

Our initial research led us to two key conclusions: first, that the industry had evolved beyond “card” and that the company had to as well. The second was that the value they could provide was centered around their software and flexibility. Additionally, we established that their customer base was growing from merchant and agents to now include technology developers. The new messaging and approach meant evolving the discussion from “credit card processor” to “Saas provider”.

The Result

Initially we looked at wholesale brand name changes, including shortening the name or doings something completely in the vein a technology company. While that would have been creative and interesting, they would have lost a lot of good will they had established with clients. The best course of action was tightening up the brand name by dropping the “Card Services” and replacing it with “Payments” – broadening the scope of their brand to include both current and future endeavors. With a polished new brand identity and a new website to communicate their enhanced product offerings, Signature Payments is off and running!

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