Yorkshire Payments is a merchant services provider based in Brighouse, West Yorkshire. They provide everything from contactless chip and pin machines through to more complex EPOS systems and e-commerce payment gateways. Upwards of 3,500 customers use their payment solutions, including restaurants, shops, bars, charities and online companies.
Yorkshire Payments were looking for a complete corporate re-brand to accompany their recent growth and expansion. Yorkshire is a key part in their identity. They have a strong presence there, with a Yorkshire based sales and customer service team, and they donate to charities and sponsor local talent and entrepreneurs. It was important to remain loyal to their Yorkshire identity while transforming their brand into something more professional and suitable for their ambitions. They were clear that they wanted the re-brand to show their friendly approach and to not be ‘too corporate’.
We understood that it was very important to maintain the business’ strong Yorkshire identity. They were keen to keep the Yorkshire Rose as part of their main logo. To differentiate, we focused on creating a unique rose icon inspired by the traditional Yorkshire Rose. Their friendly persona and personal approach are one of the company’s selling points, and they wanted to get this across in their branding. There was a need for various elements of the brand to be applied in isolation across different marketing materials and locations. They needed something suitable and ready for trademarking as the business grew; all important parts of future-proofing their brand identity.
The icon and logo are bold and simple and are adaptable for both print and digital media. We reviewed their original colour palette and made adaptions to it. The simplified palette now strengthens the brand and creates a more cohesive style that can be applied across all media.
As part of the opening of their new headquarters, Yorkshire Payments felt it was time their website was updated with a professional look and feel to compliment the company’s brand. Their website has many visitors who access the site to use their LiveChat service or find out if the products are suitable for their business. One of the main problems identified was the complicated navigation, making it difficult to find your way around. The website needed to provide a clearer presentation for potential customers visiting. The branding was not consistent throughout the site, and it was clear that it needed more focus on the products available. The site also had a very slow load speed that needed to be addressed.
We simplified the website design to the most important elements. We stripped back any confusing jargon and updated all product images with professional photography. The style of the website is now in line with their brand, and features linking elements, including bespoke icons and graphics. We gave the website a strong professional look with an added personal touch. To show subtle hints of Yorkshire Payments personality, there are some quirkier elements throughout the site, such as the interactive YP rose.
After an extensive re-brand in 2018, Yorkshire Payments enjoyed strong growth and expanded their team. In 2019, they moved into a new headquarters in the heart of Brighouse and wanted their office redesigned. To establish themselves on the high street they wanted to transform their building into a fully branded space for customers to visit and feel part of the brand experience. They wanted to stand out from the crowd and for their office to be a ‘talking piece’ that demonstrated their company values.
We visualised the building as a whole and surveyed the interiors and considered how the artwork and designs could best compliment the space. The building is on two floors. While staff are on both floors, the ground floor is predominantly client facing and required a different tone and atmosphere. On the first floor, to engage the team and remind them of their achievements, we focused on inspirational and uplifting messages in the artwork by displaying client testimonials, core values and principles as well as quotes from inspirational people from Yorkshire.
On the ground floor we presented subtle and stylish designs to create a sophisticated entrance space and conference room. The branding is still bold but toned down by using transparent vinyl artwork and subtle frosting on the glass and windows. The devil is in the detail. We created some finishing touches, including the bespoke multi-coloured glowing clocks and adding a touch of humour in the HR and Finance Office, see below.
“Kate has taken us through a re branding. Hard working creative with great ideas for expanding our social reach within the local market. Highly recommend. Commercially, it has been a huge success. We recently achieved a major milestone for the business, processing more than half a billion pounds in transactions through our systems, and in the last 12 months, we’ve added a further 500 new businesses to our client base. By combining a strong, distinctive brand that plays on trust and heritage, with a new head office that places YP at the beating heart of our hometown, we’re now very much ready to achieve our growth ambitions over the next 12 months and beyond.”
James Howard MD