PaymentWorks

Industry: Fintech

Year: 2025-26

PaymentWorks was the original vendor identity pioneer, but after a decade of innovation, firms started copying them. We helped them re-go-to-market with the story they’ve always owned, and position them as the Fintech powerhouse they’ve always been.

B E F O R E

PaymentWorks did something that few SaaS companies have ever done…they created a category before it was cool. But over time competitors started popping up. As a decade went by their story, positioning, and visual identity lost its clarity. They found themselves in a crowded market, with a confused brand, and out-dated visual identity. So they called Forrest.

S E R V I C E S

What we did

We helped PaymentWorks rediscover what really makes them different, valuable, a true pioneer in their category. Then we brought it all to life with a second-to-none visual identity, sales enablement, and website.

Sales Enablement

Brand Strategy

Brand Identity

Web Design

Messaging

Positioning

I N T R O D U C I N G

The Symbol

We didn’t want to introduce unnecessary change just for the sake of making something new. But there were a few things about the logo that weren’t quite right. We carefully rebuilt and refined the existing mark, improving its structure, symmetry, proportions, and overall clarity while aligning it with PaymentWorks’ newly clarified story and brand attributes.

PaymentWorks didn’t want to change their logo. And they didn’t need to. Over time, the logo had become a recognizable symbol in the market. Their customers knew it, trusted it, and associated it with a company that helped pioneer an entire category.

The result was a more polished, modern, and confident evolution of the logo. It retained the equity existing customers already connected with, while giving PaymentWorks a sharper and more innovative identity for the customers they wanted to reach next.

Make it visual

We created a visual identity system that PaymentWork’s marketing and sales leaders could scale across their AI models, easily implement, and use as a team. We also leaned heavily into owning the green as a strategy to help them stand out from their competitors.

The Message

The Forrest strategy team worked closely with the PaymentWork executive team to not only discover the unique story they were already owning in the market, but how to turn it into a repeatable, memorable tagline that AP leaders, CFOs, and people in FinTech would deeply resonate with.