In October 2021 I was asked to join global card-processing/fintech powerhouse, Paymentology, in the full-time role of Creative Director. My primary responsibility was to oversee all creative and brand aspects of a full, end-to-end brand launch, starting from zero. As well as the roll-out of the new brand across all comms and marketing channels.
GOING “FULL TIME”
For two years prior, I had consulted to leading South African payment-processor, Tutuka; guiding them in a brand refresh, rewriting their website, as well as creating and launching their social media channels.
In 2021, Tutuka was acquired by SaltPay and merged with two other global payment processing companies, one of which was called “Paymentology”. Keeping that name, the new global company required an all-new brand. I was asked to come on board full-time to oversee and guide its creation and roll-out.
BRAND ARCHITECTURE & NOMENCLATURE
The first port-of-call was creating and launching a brand new, deep and extensive website covering their broad range of fintech capabilities within four tiered product-suite levels (“Enterprise”, “Pro”, “Sprint”, and “Flex”).
In the process, I developed an entire copy nomenclature, tone and lexicon for the brand and its products at all levels; from pay-off line all the way down to the writing of the entire site. I also liaised with a Russian CI-design firm who developed the new logo, wordmark and colour palette.
A “DEEP & BROAD” NEW WEBSITE
SOCIAL MEDIA: FROM ZERO to 40K
I led the establishment and launch of the company’s LinkedIn presence, starting from zero. I conceptualised, wrote, and creative directed virtually all of the ongoing content, including image and caption copy, as well as developing and populating the content pillars and Messaging Matrix governing the brand’s content mix.
Within the first 9 months, the page reached 20K followers. And, with more design resources eventually available to me, I oversaw a refresh of the social content’s look and feel, which filtered into all channels, including email, press releases, video content, expos and internal comms. By the time of my departure in June of 2023, the brand had exceeded the 40K subscriber mark.
EXTENSIVE, ONGOING VIDEO
Throughout my almost two-year tenure with Paymentology, I conceptualised, wrote and oversaw the production of numerous product explainer videos, case studies, credential decks and a vast array of video content across all channels.
EVENTS & EXPOS
We also took the brand on the road, attending global Payment and Fintech Industry expo events in The Middle East, Asia, Europe, The US, and Africa. I created all the messaging, oversaw stand design, and developed event-specific expo graphics for TVs, display units, and C-Suite staff presentations.
CASE STUDIES
Most of the case study and pitch docs I created are too sensitive to share, but they were numerous and highly tailored to specific target markets, regions, sectors and clients.
EMPLOYEE BRANDING
I’ve always seen internal branding and employee comms as an important aspect in keeping any business rolling smoothly, so I worked closely along side the Internal Comms teams – often proactively/voluntarily – to ensure team cohesion and spirit… and to have a little fun where possible!
CSI INITIATIVES
I was especially pleased to receive the support of the company in collaborating with my own independent children’s book publishing company Turtlebird Books, to donate 500 books to Breadline Africa and other worthy children’s literacy organisations.
In June 2023 I resigned from my position as Creative Director of Paymentology. With my main task of establishing and launching the new brand achieved, and a yearning for more creative working territories, I parted amicably with the company.
I’ll always be grateful for my time with Paymentology. It afforded me the opportunity to work within a truly global organisation of great people, learn the nuances and complexities of a new, tech-orientated industry, and to travel the world whilst working remotely.
I’m very proud of the work I did during my time there, and the brand that I built alongside Michal Jerabek, Liv Jurgens, Jacqui Corfield, Josh Clarke, and everyone else on the Paymentology Team.
WHERE IT STARTED:
WHERE IT ENDED UP:
