Paysafe
Rebranding a global fintech
Paysafe is a global payments platform. As the business grew, its fragmented brand struggled to communicate the full breadth of its capabilities.
Working closely with the CMO and senior leadership, I led a seven-year creative transformation ,building global teams, repositioning the brand and bringing a unified identity to life across digital, product, social, events and strategic partnerships.
Creative Operations
I built and led a global creative team from the ground up across Europe and North America, I implemented the systems and aligned product, marketing and commercial teams around a shared brand and creative vision.
Global Rebrand
My vision for a distinctive Paysafe identity took shape through a flexible visual system, designed to work across markets, products and channels.
Global Rebrand2
As Paysafe sharpened its focus on gaming and entertainment, we evolved the brand around Powering Play, giving its positioning and campaigns a clear direction.
Digital Platform
I led creative direction across Paysafe’s website and product experience, helping merchants find the right payment solutions and existing customers discover more of its services.
Events & Partnerships
We brought the brand to life through global events and a four-year IndyCar partnership. From interactive payment demonstrations to the rebrand’s debut at the Indy 500, the work made Paysafe’s offering and ambition tangible.
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 brand awareness and market visibility across Europe and the US for a business now 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.
