Challenge
The Unipaas team approached us with a challenge: to refresh the visual identity and prepare for the company’s next growth phase. We worked closely with the leadership team to capture the essence of its uniqueness, its way of operating, and the factors that set it apart in the competitive landscape. Our goal in this project was to reflect the company’s strategy, mission, vision, and core identity in a way that resonates deeply with its target audience.
Project steps
We developed a work scope tailored to the company’s current context and culture, which includes the following phases:
1- Deep-dive
The first step was an in-depth exploration of Unipaas’ brand essence. We facilitated 1:1 interviews with key stakeholders and group workshops to uncover the company’s:
- Value proposition
- Current positioning
- Brand differentiation
These sessions allowed us to gather insights into Unipaas’ core values and messaging, forming the foundation for their refined brand strategy.
2- Brand strategy
In this step, we structured the brand’s personality to guide the visual direction and development of the new brand platform and manifesto. Building on the deep dive, we structured Unipaas’ brand in a clear and concrete way by defining:
- Brand personality, essence, and attributes
- Competitive positioning
- Key messages
- Brand differentiators
This process ensured the brand platform aligned seamlessly with Unipaas’ identity and goals.
With the brand personality and new strategy in place, we moved on to the next stage: revisiting the visual identity.
3- Brand Identity Update
Using the insights from the deep dive and brand strategy phases, we crafted a unique visual identity for Unipaas. The visual identity, including the logo, tells a distinctive story aligned with Unipaas’ core values. The new look and feel:
- Captures the innovative yet human-centric nature of the company
- Reflects their journey and aspirations
- Differentiates Unipaas from competitors in an authentic way
About the Organization
Unipaas was launched in 2020 by a team of seasoned payments experts who wanted to solve a persistent problem with the first generation of embedded payments in Software-as-a-service (SaaS) platforms.
As a leading Payfac-as-a-Service (PaaS) provider, Unipaas stands as the heartbeat of payment services, offering seamless, efficient, and reliable accounts receivable solutions through a unified interface. Unipaas enables the customers of platforms to embed payment collection on their online and mobile checkouts, as well as through e-invoices, cards, bank transfers, and direct debits.
Project Team
Strategy and project management – CultureCode: Gisele Feth, Ruben Konishi
Logo and Visual Identity – Carolina Lins
Illustrations and Motion Graphics – LudimaTV – Henrique Mamede
Website Design – Deni Medero
Website Implementation – Neo Imagine
SEO – Search Clicks
Delphine Bos
CMO
“From Brand strategy to design, CultureCode partnered with Unipaas to craft a brand that authentically reflects who we are—an innovative company with a strong human dimension. By translating our story into a unique look and feel, we ensured Unipaas stands out from the competition and resonates deeply with its audience. This transformation goes beyond visuals. It is about clearly positioning Unipaas in the market while integrating our identity and culture into every aspect of the brand.“
