ifour Creative Agency

“Our brand is at the heart of who and what we are - it captures our passion, our purpose and creates the trust we have with customers. Our visual identity and tone of voice is crucial to how customers and wider market think about us - and view us a modern and compelling financial services brand.” Charles Drucker, CEO Worldpay

Worldpay has been a leading payments processor for over thirty years. The business operates at a truly global scale, processing over $2.3tn via 60+ different payment methods for more than one million merchants in 174 countries.

In May 2025, Worldpay’ global marketing team commissioned ifour to conduct a brand refresh. The objectives were to ensure the Worldpay brand continued to be fresh and engaging to a broad spectrum of merchants of all sizes.

A brand audit. revealed that the Worldpay brand is rightly famous for its customer-centric ‘human touch’, its branding needed to place more emphasis on the innovative technology it constantly develops. This adjusted message needed to be clear to every merchant who came into contact with the Worldpay brand, from multinational conglomerates to small, manager-owned local businesses.

As Worldpay’s creative branding partner for three years, ifour was able to hit the ground running. Working alongside Worldpay’s in-house team, the agency stripped back the brand and set about refreshing every aspect. The Worldpay ‘W’ became a central character to the brand, the brand’s colour palette and typography were updated, graphical elements such as the Worldpay ‘card’ were made central to the brand’s storytelling. The visual representation of Worldpay’s extensive suite of products that has steadily grown through a mix of in-house development and acquisition was harmonised so that each element truly felt like a part of an innovative whole.

Six months on, the results speak for themselves:

Engagements up nearly 50%
Post link clicks up over 54%
Post shares up almost 100%
Comments increased more than 70%

The refreshed identity continues to inspire recognition and trust among merchants worldwide, further reinforcing Worldpay’s position on a global scale.

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