The Payment Systems Regulator (PSR) is the world’s first and only dedicated regulator of payment systems.
A subsidiary of the Financial Conduct Authority (FCA), the PSR challenged us to create a brand identity that feels in keeping with the fast-paced
and tech-driven payment systems industry they regulate.
A different kind of regulator
We conducted research, focus groups and workshops across the organisation to develop the brand positioning and visual identity. We discovered that, unlike traditional regulators, PSR regulate their industry by collaborating, listening, and promoting competition.
Unique among regulators, their brand is designed to stand out in this space, with elements that wouldn’t look out of place in a fintech industry.
A cohesive brand story
We had a strong platform to build from. The PSR have moved from being a start-up to a fully operational, pioneering, strong and collaborative regulator. They needed a brand to reflect and build on that reputation.
Making payment systems work well for those that use them is a clear and simple purpose to align all elements of the brand.
The PSR understand what a key role brand plays in aligning their people behind that purpose. For the employer brand, we’ve used the brand story – developed alongside employees – to make it relevant and personal. We use a softer, more human tone, designed to create a real connection. The brand supports the team in the delivery of the company vision; a future where Payment systems are accessible, reliable and secure, and represent value for money.