Established in 1999, Payzone Irl is an Irish providing payment solutions provider. Adept at finding payment solutions for everyone in every sector, their flexibility and desire to help at every opportunity, came at a cost. As each new service came on board, Payzone created a new brand and business unit to match, whilst this grew their business, it stopped growing their brand and stifled innovation.

Having recently being acquired by AIB and Fiserve of which they could leverage from a distribution stance, the world and consumer behaviour changing even pre pandemic and the ambition to develop a voice and position among retail, SME and corporate space, there were lots of opportunities for the brand. It needed a vision and voice, it needed to stand for something but most importantly the organisation needed real direction of what to do next regarding its brand.

Our thorough research showed us that the World of payments was changing rapidly, the pandemic accelerating this and consumer changing behaviours even faster. Payzone, on paper, was set up to fulfil every payment function possible, but its brand and business architecture could not leverage this capability holistically. Following an in-depth tender process, Alkamee was chosen to examine firstly its brand architecture and set its strategic path to the future. The company was composed of 5 brands – the well known Parking Tag, the lesser well-known Easypaymentsplus and Myeasypay for schools and communities, with Payzone for retail, utilities and tolling and an additional new service called Willo for personal rewards.

We created a series of brand architecture models presenting the pros and cons of each potential future direction. It was clear to all a monolithic brand was the way forward. One brand to enable people in both business and daily life with our newly defined powerful position “We are re-imagining seamless transactions by creating the best customer experience imaginable.”  In creating the identity, we developed a monogram of the letter ‘P’, which represents a seamless line connecting two points – Payzone is the invisible bridge that binds clubs and communities, products to people.