Optal and its mission to streamline payment processes around the world

23 February 2015

A new brand created by PUSH has just hit the market: Optal, which operates in the complex world of payment processes.

Born as PSP International, our client’s organisation was set up to redefine how business-to-business payments work across a variety of industries starting with travel and tourism. Armed with a unique know-how, the company had rapidly grown and established partnerships with the likes of MasterCard, while remaining a start-up at heart.

PUSH’s focus has been to distil the essence of the company’s ethos and competencies, and bring it to life in a way that resonates equally strongly with staff, partners, clients and future investors. As is always critical for start-ups, Optal’s brand creation is informed by an inside-out, as much as an outside-in, perspective.

The Optal brand has been shaped to stand out among different competitors – on one side the big, slow moving financial services providers, and on the other side, technology-led enterprises that are narrowly focused in their approach. Optal is positioned as an agile specialist who thinks and acts big. Its ingenious solutions strip payment processes of their customary inefficiency to boost profitability for all parties involved along the way.

PUSH’s brand strategy led to renaming the company and creating a new brand identity that rebels against the clichéd language used in the finance sector. Highly graphic in its approach, the Optal brand projects a sense of intellectual intrigue and invites audiences to think more smartly about the inner workings of financial transactions.

Now ready for its next stage of growth, from its offices in London and Melbourne, the future looks bright for the team at Optal.

"The process of working with PUSH was insightful, it gave us a new sense of clarity on our capabilities. The brand story is distinctive, potent and true to us. The new brand has given us the confidence and authority we needed on a world stage."

Rob Bishop, Managing Director of Optal.

Following the successful launch of Optal, the PUSH team has been appointed to evolve the eNett brand which was established as a joint venture between Optal and Travelport to provide integrated payment solutions tailored for the travel industry.

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