2021 has been a banner year for Giftify. We've onboarded several key members in all our departments and have reviewed how we position ourselves - and how we want to communicate about our innovative services. Introducing Giftify 2.0 and the fully rebrand story. Behind-the-scenes at our rebrand shoot Pour la version française c'est ici Starting at the Beginning… When Loyaltek first launched in 2009, we were a loyalty card company dabbling in payment terminals. We were still finding our footing in a market that is constantly growing, evolving, and changing – financial technology. That said, our little start-up took these challenges in stride, led by our CEO Robert Masse whose experience as a developer paved the way for the sophisticated applications, APIs, and dashboards required to run a healthy fintech. After over a decade in financial services, Loyaltek felt it was time to retire the branding that carried us through the start-up and early scale-up phases: to paraphrase Marie Kondo’s international best-seller, it was time to thank the old logo/branding for its service (and the lessons we learned together), and make space for something new. Now in 2021, we’re the Loyaltek Group: an established fintech with four thriving companies. This new Loyaltek needed a new graphic and visual identity that inspired confidence, knowledge, security, and expertise. At that moment, our stakeholders called RCCO.
2021 has been a banner year for Giftify.
We've onboarded several key members in all our departments and have reviewed how we position ourselves - and how we want to communicate about our innovative services.
Introducing Giftify 2.0 and the fully rebrand story.
Behind-the-scenes at our rebrand shoot
Pour la version française c'est ici
Starting at the Beginning…
When Loyaltek first launched in 2009, we were a loyalty card company dabbling in payment terminals. We were still finding our footing in a market that is constantly growing, evolving, and changing – financial technology. That said, our little start-up took these challenges in stride, led by our CEO Robert Masse whose experience as a developer paved the way for the sophisticated applications, APIs, and dashboards required to run a healthy fintech.
After over a decade in financial services, Loyaltek felt it was time to retire the branding that carried us through the start-up and early scale-up phases: to paraphrase Marie Kondo’s international best-seller, it was time to thank the old logo/branding for its service (and the lessons we learned together), and make space for something new.
Now in 2021, we’re the Loyaltek Group: an established fintech with four thriving companies. This new Loyaltek needed a new graphic and visual identity that inspired confidence, knowledge, security, and expertise. At that moment, our stakeholders called RCCO.
With RCCO, a whole host of fresh ideas and options opened up to us. The stakeholders were gently guided through discovery, ideation, and brainstorming exercises to determine two key things: 1) how they as a team currently saw the Loyaltek brand and 2) how we wanted the world to see Loyaltek. This exercise proved slightly difficult for us as Loyaltek is our heritage brand, and the parent of four healthy, young companies. We needed to find something that conveyed maturity without feeling at odds with its more playful counterparts (Giftify, also developed by RCCO). And thankfully RCCO has the experience and creative chops to develop exactly what we need.
The new Loyaltek Group branding takes inspiration from the original gold/navy colour palette and elevates it solidly into the 2020s with a fresh take on these tried-and-true hues. The new logo keeps the spirit of Loyaltek’s original identity and turns it on its head: gone is the square chip graphic, replaced with a strong square logo comprised of an interlocked ‘L’ and ‘T’.
With this new graphic and visual identity, the sky’s the limit for our fintech-family’s evolution.
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Rebranding Giftify
As a core member of the Loyaltek Group lineup, it should be no surprise that we at Giftify were determined that we receive the RCCO treatment in tandem with our parent. When we first launched our gift card services we still operated under the name ‘Loyaltek’. In fact, many of our clients in 2021 still call us ‘Loyaltek’ rather than ‘Giftify’. Because of this phenomena, we knew that our new branding needed to capture the attention of our current clients and generate awareness in the European market that Giftify is its own entity, and a part of the Loyaltek Group.
For those who have been with us for a while, you’ll remember Giftify 1.0’s bright-and-bubbly colour palette with its many shades of pink, magenta, and sky blue. While these colours certainly conveyed the fun of shopping, we felt we’d begun to outgrow them; in early 2021 we internally announced a repositioning of Giftify as a marketing technology company – and this change demanded a wardrobe update! For this rebrand, we took a slightly different tactic than Loyaltek Group’s approach. While we certainly still wanted to convey our confidence and our products’ strong focus on security, we were looking for something more emotional with which both our wonderful clients and our amazing team could resonate.
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Giftify 2.0
Our new colour palettes takes its lead from Giftify 1.0: we replaced the magenta and sky blue with a more mature coral and navy combination. We’ve also replaced the gift-shaped logo with a playful typeface logo; the curvy connected letters allow us greater flexibility for marketing. We’re a marketing technology company – the gift-shaped logo no longer captured our variety of services.
Part of Giftify 2.0 is a move towards data-driven marketing services. Our new focus on data will address all your pain points (engagement, ROI, footfall, usage tracking, increased spend) and help tailor your internal marketing efforts. With our new website, we’re able to show you exactly how our services work, what elements are customisable, what sales options are best for your centre, and much more. The new Giftify branding makes it clear that we are fully focused on your needs; we promise security, customization, innovation, and of course friendly sales and continued support.
As we begin to roll-out the new branding across our social media channels, you’ll notice a change in our tone of voice and the kind of content we share. With our new website we are also relaunching all of our social media channels: we’re a marketing tech company, and we want to build confidence in our ability to understand today’s shoppers and their needs. So keep an eye on our LinkedIn, Facebook, and brand-new Instagram – followers will get all the new product, service, and company insight first!
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