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FOCUSED ON HARDWARE, TRUSTED & SUPPORTIVE TECH PROVIDERS
The brief was to create a brand identity and dedicated site for Loyaltek's payment terminal hardware.
As it was a new brand for the group - it was developed using the same approach as the other new brands within the groups portfolio. Research, positioning and defining the brand as a personality first, to give it considered reasoning behind its visual identity and digital presence.
As it was a new brand for the group - it was developed using the same approach as the other new brands within the groups portfolio. Research, positioning and defining the brand as a personality first, to give it considered reasoning behind its visual identity and digital presence.
Click to view the website or scroll down for more on how the concept was conceived.
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BRAND ANALYSIS & DEFINITION
The initial work included competitor research and brand positioning: collating values, differentiators and objectives that would in turn inspire when creating the brand personality for Loyalpay.
![](https://cdn.myportfolio.com/a04c7dec-646f-4272-bbcc-5a1738bb069b/e65cba6e-6f54-4564-adef-4e25952bc3c8_rw_1920.png?h=db71ae48fde19b522fbf599d0662a157)
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BRAND PERSONALITY - 'THE SEA CAPTAIN'
Brainstorming from the values and how the client sees the brand:
LoyalPay is the backbone of the LoyalTek Group
Our values are Efficiency, Reliability and Security
Experienced Providers: durable & secure hardware from the Loyaltek group
Hardware with Care: Reliable user friendly terminals -with a reactive component human support service
Detailed tech with easy integration & acquisition options across the full payment cycle infrastructure
...the Trusted Sea Captain became the chosen personality to inspire the visual identity.
![](https://cdn.myportfolio.com/a04c7dec-646f-4272-bbcc-5a1738bb069b/ae2bff28-61b6-45d6-bf5c-280d7577ecac_rw_1920.png?h=360711e648be34be83d7a4f6772efb8c)
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DEVELOPING A VISUAL APPROACH - CONCEPT OPTIONS
![](https://cdn.myportfolio.com/a04c7dec-646f-4272-bbcc-5a1738bb069b/356cbd59-a3cb-4410-a0c1-2251cd3e5ffa_rw_1920.png?h=7855f59f1516d3b761f34d8661fbe224)
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SeleCTED VISUAL CONCEPT: 'FOCUSED ON HARDWARE' BRAND DEVELOPMENT
![](https://cdn.myportfolio.com/a04c7dec-646f-4272-bbcc-5a1738bb069b/90215a2e-3b66-4fda-abcf-cddcebb77dc9_rw_1920.png?h=b2dabb2f07f523d8c2b7e19e1d017e1a)
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