When Total Merchant Services (TMS), a leader in payment processing solutions with more than 100,000 clients, saw payment services from Square, PayPal and Amazon starting to go mainstream, the company realized it needed to revitalize its brand and imbue it with meaning beyond simply credit card terminals.TMS partnered with BrandCulture to create and launch a unique small business solutions platform consisting of payment, point of sale and marketing capabilities built for both restaurants and retail merchants.
Drawing on the company’s strong commitment to total business support – a refreshing differentiator in an increasingly technology-driven industry – BrandCulture rallied TMS leaders and employees around a new Shared Purpose: powering merchant success. Using this Shared Purpose as a platform, we named the new point of sale and marketing solution “Groovv,” an upbeat and unexpected name that plays off the satisfaction of running a business efficiently. We designed a contemporary and accessible logo that clearly communicates the product’s mission to help merchants manage their business more successfully. And to assure that the Groovv brand would be immediately distinct from its competitors, we created an arresting visual vocabulary using hand-made papercraft objects that offer a whimsical, compelling and proprietary representation of the rapidly evolving world of small business. We then extended the brand’s Shared Purpose and visual identity across a new customer and partner-facing website that we wrote, designed and developed; trade advertising; a library of corporate and product brochures and collateral and two videos that illustrate Groovv’s ease of use and its benefits for merchants everywhere.