EPI

EPI opening video featuring Paris Landscape and EPI's new visual identity.

The European Payments Initiative is a movement that builds bridges between payment players across Europe. Offering payment services on people’s terms, giving the choice and control back to the consumers. In essence, EPI is changing the way Europe pay. EPI’s success relied on securing collaboration with partner banks. However, entering the market in a similar space made fostering these partnerships a challenging task.

To tackle this challenge, we created a visual identity that positioned EPI as a partner with a bigger purpose. All by changing the paradigm of the EPI brand from being a company to becoming a movement.

Video of EPI's newly redesigned visual identity by Designit.

The logo plays a central role in establishing EPI's brand presence. It conveys a sense of playfulness and positive energy. The checkmark-like symbol over the "e" is a metaphor, not only for successful transactions, but also for the creation of connections across Europe.

Bridges were also our inspiration for creating a distinctive graphic element. It's a symbol of connections, as EPI creates networks across Europe for a unified payment experience.

Electronic billboard of an ad by EPI representing sports.

Video showcasing EPI's new branding ID colors.

For EPI's primary type face we chose Open Duplet, a modern and geometric sans-serif font that mirrors the smooth and rounded aesthetics of the logomark. The flowing shapes embody the essence of the checkmark in written content.

We created an elegant colour palette centred within the blue spectrum, complemented by a hint of off-white and supported by vibrant secondary colours that add flexibility and reflects the diversity in implementation across markets.

To capture the European essence of EPI we chose a photo style that captures the landscapes that constitute Europe's business flow and provides a glimpse into the lives of the people that live and work there.

Elderly woman reaching over a cheese counter, interacting with the shop owner in her community.

The iconography serves a dual purpose for the brand, it enhances functionality while also adding a unique twist to the identity. The details also harmonise seamlessly with the logomark and typeface and assist in the navigation and clear communication. It creates a cohesive visual language that incorporates elements of softness and playfulness.