The Challenge

While Eway was highly established in their category, the market was expanding with other payment gateway providers who were more contemporary in the way they looked and spoke to their audiences. This extended across the full breadth of their brand assets, both online and offline.

The old Eway website wasn’t reflecting the brand’s progressive future-thinking ethos. Additionally, it was content heavy with a complex IA that did not align with its brand purpose of providing ‘effortless online payments’.

The Solution

We started with strategic workshops that uncovered a key point of difference for Eway. Their company was inherently human and approachable; an invaluable, collaborative partner with a user-centric approach that offers real support to their clients. We captured this sentiment in a revised brand tagline: ‘effortless online payments’.

We used this as a driver for the new brand, from a wordmark that uses playful—almost smiling—typography, to a more human, direct and positive tone of voice across collateral. While we retained their original colour palette for brand recognition, we updated their visual style in a number of other ways. This included a suite of icons including the ‘happy shopper’ icon to highlight the positive shopping experience that online merchants could pass on to their customers.

We provided Eway with a comprehensive brand style guide that included a verbal identity including brand story, brand values and personality, key messages and tone of voice. It also included a visual identity covering colour palette, imagery, typography, iconography, illustration and animation style.

In addition, we designed and developed a user friendly website that sought to streamline their previously complex site architecture, reducing the number of clicks and helping drive leads. This was bolstered by a user interface that infused the new playful and friendly brand look and feel. Additionally, designing an extensive library of components, we worked to present the flow of content in more readable and engaging ways. The multisite website was developed on WordPress, with the same design being rolled out for their six international sites as well.

The Outcome

Following site launch in June of 2021, the Australian site has seen an increase in session numbers (by 3%), and engagement on site has also improved with both the number of pageviews per session and bounce rate improving.

Internal feedback has been strong. Eway has expressed that they feel more competitive alongside other big companies in the space. Additionally, they feel that the rebrand and website have set a great benchmark for the look and feel of their larger ‘Global Payments’ brand.