Enabling the future in delivering innovative, reliable and secure payment solutions, driving change and transformation in the Australian payments sector.

 

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Challenge

For more than 60 years Cuscal has been a major provider of payments services to the Australia economy with a proud history of firsts, including launching Australia’s first ATM, being a leading architect of the New Payments Platform (NPP), and now transacting over 4 million payments a day.

As the Australian and international financial services and payments world swiftly evolves, with ever quickening deployment of technologies and payment ecosystems, Cuscal looked to refresh its brand positioning and visual expression. The organisation desired to reflect the true nature of the business, delivering reliable innovation and meeting the ambition of business objectives, and continuing to be a trusted partner for banks, mutuals, fintechs and corporates.

Approach

Our approach included internal engagement, strategy and design:

  • Desk research
  • Stakeholder depth interviews
  • Workshops with internal stakeholders
  • Brand positioning and archetypes
  • Brand articulation & narrative
  • Customer Value Proposition
  • Logo evolution
  • Visual identity development
  • Brand guidelines
  • Marketing collateral developme
  • Template development
  • Website creative design

Outcome

The refreshed brand was deployed in March 2020 with a reinvigorated brand positioning that energised Cuscal’s people, providing a sense of purpose and direction, and a new visual identity that contemporised the brand and lifted it above the functional product level.

By launching a new brand positioning, Cuscal was able to strategically position itself for future growth and ambition targets, with a view to continual and ongoing innovations that extend beyond the immediate payments ecosystem. For clients, both new and existing, this reaffirms Cuscal as a sector leader in Australia, continuing its decades long journey of evolving as swiftly as the market does.