Paysafe
Rebranding a global fintech
Paysafe is a global payments platform connecting businesses and consumers across payment processing, digital wallets, prepaid, crypto and eCash.
At scale, the brand lacked the cohesion to communicate its full capabilities in a competitive payments landscape. Working closely with the CMO and senior leadership, I led the creative vision to change that. Repositioning the brand and shaping the platform to support the company's next phase of growth.
Creative Operations
Over seven years I built and led global creative across Paysafe's multi-brand fintech portfolio, through sustained growth and business evolution.
• Built and scaled creative teams across Europe and North America
• Aligned digital, product, marketing and commercial teams to improve speed, consistency and performance.
• Transformed creative from a fragmented production service into a scalable function with cohesive brand and product expression.
Global Rebrand
The transformation started with a global rebrand to unify a fragmented organisation.
I led the creation of a scalable identity and design system across brand, product and marketing, with governance embedded to drive consistency across regions and business units.
Global Rebrand2
The rebrand strengthened clarity and credibility as Paysafe listed on the NYSE. With 75% of customers in gaming and entertainment, we sharpened the focus.
The narrative evolved into Powering Play, positioning Paysafe at the centre of the fast-growing digital entertainment economy.
Digital Platform
With the foundation reset, digital became the priority. A unified design system created coherence across touchpoints and alignment across product, marketing and sales.
• The corporate website was repositioned for lead generation, driving qualified merchant leads.
• The Optic Merchant Portal gave customers visibility across the ecosystem to discover and activate additional services.
Digital evolved into a scalable platform. Engagement increased, pipeline contribution strengthened and operational friction reduced.
Flagship Events
Global events were repositioned as commercial platforms, not brand showcases.
• Booth environments were designed around trackable customer journeys and measurable meeting flow across the UK, Europe and the US.
• Paysafe Lens, an interactive display, simplified a complex payments ecosystem into a clear sales narrative.
Events shifted from brand visibility to pipeline generation.
Corporate Sponsorships
To support US expansion, the new identity launched in a single orchestrated moment. As the corporate website went live, the No.19 Honda rolled onto the grid at the Indy 500, and the public debut of the global rebrand.
• The car livery anchored a four-year programme across live, digital and OOH.
• Backing a rookie driver reinforced Paysafe's challenger positioning.
• IndyCar's speed and precision mirrored the brand's ambition.
• Delivered by a lean cross-functional team across brand, digital and partnerships.
The result: a high-impact debut that accelerated brand awareness across North America.
Impact
The rebrand and digital transformation repositioned Paysafe as a unified global payments platform, increasing awareness and market visibility across Europe and the US for a business generating ~US$1.4bn in revenue.
• Brand, product, marketing and sales aligned into a connected system.
• Brand became shared infrastructure. Digital became an acquisition engine. Creative evolved from production support into a strategic driver of growth.
