Paystri

Paystri delivers customized payments solutions crafted to meet each client's unique needs and drive revenue.

Background and Challenge

Founded in 2005, Merchant Consulting Group, a highly successful regional player in the merchant services and payments processing space, was looking to evolve. As the payments industry has evolved into financial technology, Merchant Consulting Group shifted to create a brand and focus that is unmatched in the payments ecosystem.

With a new emphasis on partnering with software developers in a highly competitive space, Merchant Consulting Group needed to rebrand in order to be seen as a fresh, relevant provider with state of the art technology capabilities.

What we did?

Using primary research, a comprehensive industry/ market assessment, and client workshops, we developed a fresh, yet aspirational, new brand and positioning strategy focused on a unique consultative approach to payment processing. This signaled the birth of PAYSTRI!

We created the new brand name and brand identity, PAYSTRI. The name came from the hybrid of words “Payments” and “Pastry” combining what they do and the importance of staying fresh to ensure the very best product, service and outcomes.

The brand identity, with its obvious nod to baked goods, also utilizes elements of a graph indicating growth within the pie icon.

Along with the brand headline, “Payment Solutions. Baked Fresh.” the brand essence is fun, energetic, and inspired to match the personality of those driving the delivery of Paystri’s products and services.

From there, Brandigo developed brand messaging for Paystri’s three target customers: 1. businesses, 2. Software developers, and 3. Financial Institutions. A comprehensive suite of messaging and creative assets were developed to activate the brand both internally to colleagues and stakeholders, and to the market.

Along with the brand headline, “Payment Solutions. Baked Fresh.” the brand essence is fun, energetic, and inspired to match the personality of those driving the delivery of Paystri’s products and services

The Results

Powerful new brand
Attractive new VI
Impactful creative

– A clear, powerful and well-articulated, new brand that resonated within the payment space

– A new brand that the industry immediately connected with. 2 years later, Paystri continues to grow and become an increasingly important player in the payments space

– As the industry took notice, so did competitive brands. In December 2019, Pineapple Payments acquired a merchant portfolio from Paystri and entered into a partnership with the brand

– Research / Brand Strategy / Vision, Mission & Values Development /Naming & Visual Identity Development / Creative Development (brochures, website, brand collateral)