"communicate the easy and chilled nature of Paystack's brand without loosing trust"
There is a fundamental trust issue when it comes to Nigerians and online payments, both on the end of payer and payee. Making the process easy and seamless seems to be the answer for most payment platforms in Nigeria. However, implementing the answer seemed to be farther away from the idea than it can be. Although Paystack has done it’s job of actually making accepting payments online easy, it’s visual language had refused to follow suit. True or not, almost all the payment platforms claimed to be making payment easier. However one fundamental truth was no-one was owning it. Paystack also has a dual personality. They walk both lines. Firstly, they want to be perceived as "some guys'' (easy going, friendly, basically no ''big corporation, typical white collar'' vibes), which obviously is an unlikely persona for generic financial companies, especially in Nigeria. Secondly, they also wanted the respect and trust that came with the generic financial companies, the evident “we are talking money here” kind of thing. The dual personality came from the base need to communicate to two different market groups; 1. The majorly young web developers who would be recommending and using their products for their designed websites, who basically, are "their guys'' as well as 2. The merchants and possibly corporate businesses who need to perceive Paystack as safe, secure and trustworthy. Our fundamental design challenge for the rebrand was to communicate the easy and chilled nature of Paystack's brand without loosing trust. We had to ensure uniformity and consistency even with the evident dual personality. Trusting easy became the challenge and the solution.
"What is familiar is easy to perceive and trust"
“Trusting easy” was a vacant spot. If we could nail this, this would guaranty paystack a leader look. If everyone is saying easy and no one but Paystack is owning easy, everybody else saying easy seems to be on the xerox list. “Trusting easy” helps us explore the boundaries between communicating the ease the brand provides for businesses to get paid and the trust needed for this businesses to give the ease a try, not to mention how contextual it would be to their brand personalities, if effectively communicated. To effectively communicate trust in relation to easy, we decided to play the ease that comes with familiarity against the trust that comes with familiarity. What is familiar is easy to perceive and trust.
The name Paystack fit tight and snug into the concept of trusting easy. A stack seems like an easy thing to create, imagine if the name was “paypuzzle”. The trust part was ironically the easier part, the stability of an organised stack would have a trusting presence. The name became a metaphor for trusting easy. Hence we maintained the use of the letter "P" from the old logo and converted it to a stack, so once you see it you just get it. The stack was a no brainer as an identity element, because of its dynamism, graphic flexibility and of course it’s evident semblance to cash, it effortlessly removed the intangibility of cashless transactions done online and gave a face to the money in transaction leading to subconscious trust. What is familiar is easy to perceive and trust.
We brought in actual things notorious for being easy like simple 3 step tone of voice, actual counting 1,2,3, as easy as a,b,c for familiarity, threw in some hand illustrations to communicate the guy factor, maintained the corporate colors from the previous identity, added a new colour for warmth and finito! An easy-to-use payments brand that you can trust.