ATTENDA
Proven to simplify payments.
Helping payments get from A to B, however they’re made.
Naming
Brand story
Positioning
Visual identity
Graphic design
Photography
Art direction
Project
Suresite are a family technology business supporting the fuel and forecourts world with payments and logistics, with many years of successful heritage. But the move away from fossil fuels means the decline of the petrol forecourt, and how we pay is changing with the rise of unattended contactless transactions.
So they are pivoting to being laser-focused on payments facilitation for any industry, positioned firmly as a fintech. This required a new name to signal radical change, alongside a story and brand that would engage new customers without alienating current ones.
Insight
Technology that’s proven to simplify, with a personal touch.
Working with people across all parts of the business, we used workshops to look into every aspect of their world to find their story and positioning.
They build their own technology to make payments handling smoother, and do it better than many competitors. And as a business they’ve long been recognised for their warm customer service. These two contrasting elements make them different in a sector full of startups.
Name
The name we proposed, Attenda, does several things a good name needs to. It rolls off the tongue. It has several compelling meanings that tell a story. It’s unique, and yet feels like it fits the sector they want to feel part of.
“The best testimony is that within three months of our rebrand, it feels completely natural and normal. It is who we are.”
Matt Oldham, Chief Strategy Officer, Attenda
Identity
The visual identity revolves around a simple, memorable symbol based around the movement of money. Payments, when using Attenda, go from buyer to seller as directly as possible. They consolidate card issuers, EV chargers and more into straightforward systems. So the symbol combines a straightforward horizontal arrow and the letter A, leaning into the future.
Design
The idea of horizontal forward motion influenced the choice of an extended typeface for headlines, and a pattern built from the logo. Our research showed that the colour orange was unused in their competitive space, so we grabbed that opportunity to stand out.
Campaign imagery
In a sector where imagery is rarely used as a differentiator, we brought the logo to life with brand photography. Working with Guy Lockwood, we created a suite of images and clips portraying the various payment methods that Attenda can process, using the left side of the symbol as the ‘reader’. They now have a whole marketing kit for the first year of their relaunch.
‘Proven’ speaks to the heritage they have, in a sector that runs on reassurance. ‘Simplify’ is the essential benefit you get, captured in a line that is, in itself, simple.
Tagline
“The process that Limber led us through enabled us to understand the business we are today and what we want to be – and helped us project that more confidently and boldly.”
Matt Oldham, Chief Strategy Officer, Attenda
