Challenge

To coincide with the pivot from Flypay, a hospitality payment platform, to an integration platform and product marketplace for the hospitality industry, we were challenged with naming the new brand and articulating what their new offering means to the market and their clients.

Solution

The original brand identity appeared more startup than market leader, repeating the design tropes that are all too common within the tech space.

We set about keeping the familiar flowing Flypay logomark, updating just the wordmark and building a clean, dynamic identity around it that amplified what is at the brand core: “More flow, less hassle”.  

The colour palette was expanded and developed around the three client segments. We also developed a new and dynamic brand motif that visually unifies the cumbersome and messy legacy systems that exist in hospitality today. 

A neutral, modernist typeface was introduced to communicate the new brand voice to echo the newly defined values. 

Soon after launching the new brand and product value proposition to the world, Just Eat acquired Flyt for £22 million.