FreedomPay
Project
FreedomPay website
overhaul
Sector
Fintech
Deliverables
New website and animations
Objective
Leverage FreedomPay’s new Maverick brand archetype and
rework the website to something representative of
FreedomPay’s vision and capabilities
FreedomPay is perhaps one of the most exciting payments brands in the market today. Their unique approach to payment “democratisation” and “next-level commerce” has meant it’s quickly gathered huge levels of momentum across the world, with no signs of slowing down.
Despite this compelling trajectory to superstardom, its brand wasn’t representative of what the organisation was truly capable of. Dated and misaligned with FreedomPay’s core values, Prism was approached with the task of bringing the brand up to speed with the rest of the business and redefining the external-facing qualities of FreedomPay.
Following extensive competitor research across finance and technology, the bar was set. How can FreedomPay distinguish their unique qualities in a sea of competition? Could the brand take inspiration from organisations out of their sphere of influence, and uniquely leverage these traits in the fintech arena?
To address these challenges, we conducted a brand archetype exercise to position FreedomPay and understand which of its qualities truly mattered. Yet with twelve tried and tested archetypes to choose from, it quickly became apparent that FreedomPay didn’t naturally fit anywhere. With vital Ruler, Creator and Outlaw values to juggle, we didn’t want to put FreedomPay in a box, and so developed a 13th archetype unique to FreedomPay: The Maverick.
Inspired by mavericks like Richard Branson, Katherine Johnson and even The Matrix’s Morpheus – not to mention Tom Cruise – we developed a unique positioning framework and identity system designed to allow FreedomPay’s brand to fly higher, ready for whatever the future has in store.
