ACI Worldwide powers electronic payments for financial institutions, retailers and processors around the world with the broadest, most integrated suite of electronic payment software in the market, building a reputation across 89 countries. It has 750 customers including 19 of the top 20 banks and 6 of the top 25 retailers in the world.
ACI’s customers process over 90 billion retail payments a year with its software and 65 percent of all U.S. Fed Wires.
Over 35 years of organic growth, acquisitions and regional development, the ACI brand and identity had become fragmented and inconsistent. New management and energy within the company established the need to review ACI’s brand positioning and develop clearer messaging, a contemporary identity and a common look and feel for implementation across the global organisation.
ACI’s reputation is based upon the success of its products that we proved during brand research have consistently provided stability, scalability and reliability. The underlying idea of building one ACI, one Global company also became an important driver of the brand strategy. We kept well recognized brand naming and developed the tagline: ‘ACI Payment Systems. Trusted globally.’
The logo at the centre of the brand identity is an evolution of the previous mark. It is more appropriate for on screen display than the previous one and it presents a solid, reliable shape with an integrated description that describes confidently what ACI does.
The colour system is modern but not brash or driven by trends. It comes with a palette of primary, secondary and tertiary colors to give provide range and depth of choices to meet many requirements during brand implementation.
We created a marketing campaign with a launch movie explaining the thinking behind the new branding; a special Brand Clarity edition of the internal newsletter; new website design; brand booklet and an extensive range of collateral. Screen savers, a brand values guide and further components were developed for implementation, post launch reinforcement and exhibition stand schemes designed for the European and Global banking conferences where the brand was launched into the international market.
Following launch, the implantation included the roll out the new brand identity across all media, with comprehensive brand guidelines control, including detailed management of all ACI office signage, worldwide.