Routable

The Challenge

Routable faced an essential rebranding initiative to better align its visual identity with its mission of simplifying payment processes for businesses. The existing branding was not effectively communicating its innovative solutions or appealing to its target audience of finance and operations professionals. The objective was to modernise the visual identity while creating a cohesive foundation for branding collaterals and marketing assets that would enhance user engagement and communicate clarity.

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Research and Strategy

The new visual identity was developed based on a comprehensive understanding of Routable's target personas, business objectives, and the evolving landscape of financial technology. Through interviews and creative workshops, we identified three main pillars—Efficiency, Innovation, and Community—which guided our design decisions. This structure ensured that each piece of collateral would resonate with users and reinforce Routable's core values.

Visual Language

To establish a memorable and recognisable brand, we drew inspiration from Routable's commitment to seamless transactions and modern technology. The concept revolved around creating a visual language that highlights efficiency and clarity. The smooth and soft texture evoke feelings of calmness, became symbolic of the simplicity and flow of payment processes, translating well across multiple platforms. This approach allowed us to develop distinctive motifs that could be integrated into both digital and print media, creating a unified experience for users.

Colour Palette Reimagined

The refreshed colour palette was a critical component of the rebranding. By introducing a vibrant mix of teal, coral, and navy while retaining a grounding neutral base, we emphasised Routable's modern and approachable nature. The contrasting colours not only increased visibility but also helped convey specific messages within marketing materials. For instance, teal was utilised to signify innovation, while coral highlighted user-centric features, making the messaging more intuitive.

Typography

The typography choice was strategically made to reflect modern professionalism with a friendly touch. Using rounded sans-serif fonts ensured legibility and approachability, fostering a sense of ease in communication.

Key phrases were emphasised with larger fonts to draw attention and effectively guide users through informative materials.

"Simplify Payments" Campaign

The "Simplify Payments" campaign was developed to encapsulate Routable's mission and the experience it offers to its clients. Each communication piece is centred around the ease and efficiency of using Routable's services, reinforcing the brand's commitment to innovation. The campaign featured strong visuals and engaging typography, creating a unique and inviting atmosphere that resonated with the target audience.

Application in Branding Collaterals‍

The new visual identity seamlessly integrated into a variety of branding materials, including brochures, presentations, and digital ads. Our colour-coded system provided clarity in illustrating Routable's different offerings, enabling users to quickly understand the solutions available. The rebranding extended to the website, which showcased an intuitive design, incorporating the geometric motifs and clear calls to action that enhance users' understanding of how Routable streamlines payment processes.

Conclusion‍

This rebranding project for Routable not only modernised its visual identity but also established a strong foundation for effective communication across all marketing channels. By aligning the brand with its core values of Efficiency, Innovation, and Community, we positioned Routable as a leader in simplifying payment solutions, fostering a sense of connection within its audience. The cohesive visual identity and strategic messaging paved the way for enhanced user engagement and a stronger market presence.