The Opportunity
PayTech Commercial, a sub-brand of PayTech Group, needed a distinct identity that reflected its role in commercial payments analytics while maintaining group connection. As creators of Optima, their flagship analytics platform, they required a brand identity that would elevate both their corporate presence and product offering while remaining flexible enough for their growth ambitions without losing cohesion with the wider group.
Branding Strategy
Collateral Development
By The Numbers
The Masterplan
Elevating the brand
Verra Asia was engaged to lead the rebranding of PayTech Commercial as part of the broader PayTech Group brand transformation. Our goal was to position PayTech Commercial as an expert partner in commercial payments analytics while maintaining alignment with PayTech Group’s overarching identity. We adopted a structured, multi-phase approach to achieve this.
Our Approach
Phase 1: Stakeholder interviews
We conducted in-depth interviews with the Managing Director of PayTech Commercial to understand the company’s market perception, strengths, and aspirations. This helped shape the foundation of the brand’s strategic direction and messaging framework.
Phase 2: Brand moodboarding
Using insights from the discovery phase, we curated a moodboard to capture PayTech Commercial’s desired brand personality—professional and data-driven—and to reflect its strategic focus on enterprise clients. The visual direction established a distinct tone and laid the foundation for a cohesive, consistent design system.
Phase 2.5: Product positioning
To strengthen market understanding, we clarified the relationship between PayTech Commercial and their primary offering, Optima. As their advanced payments analytics platform, Optima needed to be central to the brand story while benefiting from PayTech Commercial's credibility. We developed the signature 'Optima by PayTech Commercial' to create a clear product hierarchy that leverages the parent brand's reputation while establishing Optima as the go-to solution for commercial payments intelligence.
Phase 3: Logo and visual identity development
Our team brought the brand direction to life by designing a modern and sophisticated visual identity for PayTech Commercial. We explored multiple logo options, ultimately creating a distinctive brand mark that visually represents the brand’s core principles: precision in payments, continuous data monitoring, and strategic insights. The refined typography and distinct colour palette further reinforce PayTech Commercial’s enterprise positioning.
Phase 4: Creation of key digital assets
To support rollout, we created brand assets such as LinkedIn banners and virtual meeting backgrounds. These materials enabled PayTech Commercial to present a consistent, professional image across its digital touchpoints.
The Results
Through a strategic rebranding initiative, Verra Asia successfully positioned PayTech Commercial as a premium, enterprise-ready brand within the PayTech ecosystem. Its new visual identity enhances credibility, sharpens market presence, and aligns with the Group’s overarching identity, all while preserving the brand’s ability to stand out. The branding also clearly establishes Optima as PayTech Commercial's flagship product and reinforces the relationship between platform and provider, enhancing recognition in the market. The digital assets delivered practical tools for immediate brand application.
What came next:
With the rebrand complete, PayTech Commercial partnered with us again to launch its initial digital presence. We translated the new identity into a sleek, conversion-ready landing page. See how we did it.
