Launching a Dutch company across the pond.

SurePay is an established Fintech company based in Utrecht, the Netherlands. They’re widely known in the EU and UK amongst payment service providers (PSPs) for their IBAN name check and account verification products, arming PSPs and their business customers against fraudulent and redirected payments.

With a growth push from their private equity partners, the SurePay team set their sights on North American expansion and chose us as their branding partner because of our cross-cultural experience and expertise in creating distinctive brands that appeal to a global audience.

We began by talking to stakeholders to understand the SurePay landscape: from big picture vision to detailed product roadmap. From these conversations, we developed a strong positioning narrative centered around the idea of certainty. An evolution from their previous tagline “Be sure who you pay,” certainty is a simple concept that establishes a deeper level of confidence, and resonates across languages and regions.

Our next goal was to explore what it looks like to expose fraud gaps, get ahead of complex payment fraudsters and stand up for the people at the losing end. Our dynamic symbol tells this story well: distinct shapes coming together to express varied data points and perspectives that tell a larger story, centered around a clear and confident S.

We paired this S symbol with a bold uppercase wordmark and type suite that can ebb and flow across tonalities and applications, and an understated color palette centered around a fluid prism that draws the eye in and evokes a sense of perspective. The photography styling balances the brand’s high tech feel with a human touch and the confident, yet practical brand voice and messaging exposes customers' gaps while providing quick and simple solutions—without overextending on fear or finger pointing. This flexible system is bold when it needs to be, restrained when the moment calls for it, but always scroll-stopping.