Paysafe
It starts here

Project information

Paysafe, one of the world’s leading payment platforms, approached us to rebrand and restructure its portfolio after years of acquisition-driven growth. The goal was to unify its brands under a cohesive identity while retaining select sub-brands with strong equity.

The challenge was not only to harmonize the brand architecture but also to craft a compelling narrative that reinforces Paysafe’s role as a trusted payment partner for experience-driven industries.

At the core of the rebrand is a design concept that frames every transaction through Paysafe as the beginning of an experience. This idea underscores the brand’s mission to create deeper, lasting customer connections beyond payments. The visual identity centers around a geometric, minimalist symbol that represents the starting point of these transformative interactions. A flexible design system was developed to scale from functional to expressive, enabling the brand to tell both practical and emotional stories across its portfolio. This concept is encapsulated in the new tagline, “It starts here,” reinforcing Paysafe’s commitment to empowering customer journeys.

Beyond visual identity, we conducted global and local insights gathering, shaped brand strategy, and developed tone-of-voice and messaging. We also supported digital experiences and provided ongoing strategic guidance to implement the identity across all brand touchpoints.

Working closely with Paysafe’s senior leadership, we delivered a cohesive and engaging global identity in under six months. This transformation strengthens Paysafe’s market presence and paves the way for future sub-brand launches.

Client quote

"We’re now ready to enter a phase of brand synergy and growth, targeting the experience economy with a portfolio that amplifies our strengths and a brand that unlocks new potential. You’ve truly elevated this project, and I’m thrilled to continue collaborating. Well done!” — Nicole Carroll, Chief Growth Officer, Paysafe

Services

Brand Architecture Brand Position Brand Purpose Brand Platform Tone of Voice Messaging Tagline Development Concept Development Brand Asset Development Design System Brand Guidelines Illustrations Website Design UI Toolkit Digital Design System Brand Films Event experiences

Project partners

Laura Buckenham Simon Appel

Project summary

A complete rebrand of one of the world’s leading payment platforms, designed to create stronger customer connections with an experience that goes beyond payments.

“We’re now ready to enter a phase of brand synergy and growth, targeting the experience economy with a portfolio that  leverages our strengths and a brand that unlocks potential. You’ve truly elevated this work, and  I’m excited to continue collaborating.  Well done!”

Nicole Carroll
Chief Growth Officer, Paysafe

One Paysafe family

Paysafe’s unifying design concept ensures coherency across sub-brands while preserving unique elements tied to their equity, offerings, and audiences.

Project summary

“We’re now ready to enter a phase of brand synergy and growth, targeting the experience economy with a portfolio that leverages our strengths and a brand that unlocks potential. You’ve truly elevated this work, and I’m excited to continue collaborating. Well done!”

One Paysafe family

“We’re now ready to enter a phase of brand synergy and growth, targeting the experience economy with a portfolio that  leverages our strengths and a brand that unlocks potential. You’ve truly elevated this work, and  I’m excited to continue collaborating.  Well done!”