A rapid series of acquisitions left this global payment technology provider, Vantiv, with a tangled product suite. The resulting jumble not only failed to align with client priorities—it also caused confusion among internal teams, existing clients, and prospective customers.
Clarifying the Path Forward
Tasked with simplifying Vantiv’s expanding portfolio, GBW set out to develop a cohesive brand architecture system. While product lines had evolved or been absorbed through acquisitions, one thing remained constant: the unchanging expectations of Vantiv’s clients for seamless, secure, and easy-to-adopt payment solutions.
A Strategic Approach
To gather insights, GBW conducted an in-depth listening tour with key stakeholders, delivered a comprehensive competitor audit, and led a workshop on security messaging. These efforts provided the foundation for a clear and flexible brand architecture—one that helps clients understand, choose, and use Vantiv’s offerings.
Building a Future-Proof System
The resulting brand architecture lifted Vantiv’s suite of products into a unified story, simplifying marketing and reinforcing the company’s reputation for innovation. It also established a decision tree for integrating future acquisitions, ensuring that new solutions fit seamlessly under the Vantiv brand.
Elevating the Product Suite
Vantiv’s security solutions now leverage the brand’s best-in-class technology, extensive industry relationships, and pioneering spirit to deliver peace of mind. Equipped with a future-proof architecture, Vantiv can continue growing through mergers—confident that its portfolio will remain clear, coherent, and compelling to clients around the globe.
In a follow-up survey, this is what one workshop participant had to say: “I think this exercise showed that the key stakeholders are in agreement on Vantiv’s place in the market space. It gave us the opportunity to elaborate on certain aspects that we haven’t touched on in years. Thank you Global Brand Works for getting us into shape!”