Webgate

Situation

Webgate is a financial technology business that was looking to evolve their existing brand positioning and create a new product brand to help them secure new partnership and investment opportunities. DAIS worked with them to develop their brand map and craft new brand names, brand identities and brand positioning.

Objectives

Develop a distinct product brand identity and brand positioning for a new economy brand.
Develop a brand strategy to accurately reflect the business ecosystem and different levels of branding.
Represent the business philosophy of simplification through the visual identity and brand language.
Establish a trusted brand which generates partnerships and investment.

Brand architecture

Webgate is a multi-layered business with parent, sub and product brands that were distilled into a clear brand architecture.

Webgate is the overarching parent brand, offering e-commerce solutions for online payments. The Webgate brand is also used for their technology solution that provides a payment gateway for digital and immediate transactions. To differentiate these two brands, we used different technical descriptors in the architecture: e-commerce solutions and payment gateway. A new product brand Nexxtap was also developed for their merchant payment app that uses the Webgate payment technology.

Brand identity

Using the shapes of the ‘tap on card’ technology, we crafted a simple and clean parent brand identity, incorporating recognisable diamond and circle graphics that could also be used as a linking device across the brand portfolio. Additionally, these graphic elements separate two independent clauses, in the same way a gateway can.

Custom graphics were also developed to illustrate the brand’s services and strengthen the overall brand identity across various marketing materials.

Brand positioning

The brand promise making online payments easy, clearly positions Webgate and Nexxtap as financial technology brands that provide seamless payment solutions, enabling stakeholders to instantly understand the core benefit of their solutions.

Tech

Using Webgate technology, the Nexxtap app turns a smart phone or tablet into a secure payment terminal. Customers simply use their card and tap it on the glass of a phone or tablet to pay – it’s that easy and flexible.

Campaign & brand positioning language

To position the brand’s new identity to the specific target audiences, bold and engaging brand campaign language was introduced. ‘Tap into the future’ was designed to speak to investors looking for the next innovative ‘fintech’ business. This positioning also plays on the language of ‘Tap into the benefits’ and their technology of tapping a card on a phone or tablet for seamless payment.

Mockup design of apple watch application

Outcomes

With a simplified brand architecture and new brand positioning, Webgate is ready to attract partners and investors to grow its business. As well as the brand strategy, DAIS designed a full suite of corporate collateral, sales tools and a website to bring the brand to life.

Looking to expand your business, but need new brand identities and a resolved brand structure? We are a specialist branding agency based in Brisbane with expertise in brand, strategy, digital and marketing. So, get in touch and let’s solve together.

Situation

Objectives

Brand architecture

Webgate is a multi-layered business with parent, sub and product brands that were distilled into a clear brand architecture.

Brand identity

Brand positioning

The brand promise making online payments easy, clearly positions Webgate and Nexxtap as financial technology brands that provide seamless payment solutions, enabling stakeholders to instantly understand the core benefit of their solutions.

Tech

Using Webgate technology, the Nexxtap app turns a smart phone or tablet into a secure payment terminal. Customers simply use their card and tap it on the glass of a phone or tablet to pay – it’s that easy and flexible.

Campaign & brand positioning language

Outcomes

With a simplified brand architecture and new brand positioning, Webgate is ready to attract partners and investors to grow its business. As well as the brand strategy, DAIS designed a full suite of corporate collateral, sales tools and a website to bring the brand to life.

Looking to expand your business, but need new brand identities and a resolved brand structure? We are a specialist branding agency based in Brisbane with expertise in brand, strategy, digital and marketing. So, get in touch and let’s solve together.

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Brand Health Check

No New Ideas?

Step 1 of 11

Our brand name is unique in our industry and marketplace.

Our brand is a registered trademark with IP Australia.

Our brand has a unique and recognisable visual style.

Our target client understands what we do and what we deliver.

We can describe our perfect client and what they want from us.

We have a clearly defined brand personality and voice.

We have a brand purpose statement and everyone in our team knows what it is.

We document and follow a customer touchpoint process.

We have up to date brand standard guidelines that are consistently followed.

We have a team induction book to introduce new staff to our brand.

Health Check Complete