Foundry lets the toads wander for Move

The payment sector is changing. Global companies such as Paypal, Google Pay and Apple Pay have led the way, and there are now various national solutions such as Swish in Sweden and Twint in Switzerland. The payment app Move now wants to achieve this breakthrough in Germany and change the payment market.

To emphasize the revolutionary aspect of Move, Foundry has created a brand that is innovative, digital and self-confident. "We always attach great importance to understanding our customers, the product and the goals in detail. An outside perspective is extremely important for this, and we continue to work our way forward from there," explains Anke Heyser Ramos, Managing Director of Foundry. "In this process, we also scrutinize the brand's core values to ensure that the strategic foundation is solid, in constant alignment with the market environment and trends. This foundation determines the brand's outfit."

In the case of MovePayment, this outfit consists of the new corporate design, the entire user experience, brand aesthetics, new colors and the brand tone of voice. The "M" of the new MovePayment logo is curved and expresses the movement of a "smooth" transaction. Dynamism and lightness, combined in a modern word mark that is ideal as an icon for social media and the app. The brand colors were also converted into suitable tones for digital use and supplemented with secondary colors to achieve a harmonious color palette.

To ensure the success of MovePayment, Foundry has also designed an eye-catching campaign. The OOH motifs consist of provocative and humorous headlines that refer to different functions of the payment app. The campaign was placed on full-columns, 18/1 posters and digital CLPs.

Responsible at Move: Mohamed Seddiki (CEO), Alina Zapisochna (Head of Sales and Marketing). Responsible at Foundry:  Lennart Frank, Louis Bouteille, Nitin George, Anke Heyser Ramos, Ruben Lopez Mata, Leon Marenbach, Phila Oppel, Arseniy Sahalchyk.