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Earthport Payments Network & EarthportFX (Visa Payments Network)

2–3 minutes

London-based Earthport Payments Network and EarthportFX subsequently became Visa Payments Network in 2021. Between 2015 and 2018, Studio GLUE, under various contracts, was commissioned by the client to rebrand three products that offered secure payment services for:

  • Banks, financial institutions, companies and major organisations requiring secure cross-border transactions (for example, payment pipelines and payroll facility).
  • Limited companies and individuals that require foreign exchange services.
  • Educational institutions that require cross-border capability to collect fees.

Project 1: Brand identity

The rebranding exercise covered Earthport Payments Network, EarthportFX (formerly Baydonhill FX) and StudyPay, a sub-brand under Baydonhill. GLUE, together with Earthport graphic design and marketing team, plus other agencies, created a new brand identity around the new logo that extended to the marketing websites, the secured payment portals, email newsletters, email receipts, social media, presentation deck and stationery such as brochures, business cards and letterheads. This also applied to the booth design for events in the UK, US and Asia Pacific.

GLUE was also commissioned to design the 2016 annual report for Earthport Payments Networks.

Business card, EarthportFX.

Project 2: CRM and marketing automation

Following the rebrand, GLUE was also commissioned to:

  • Decommission Marketo and migrate the CRM workflow to Salesforce.
  • Design the marketing automation workflow using Salesforce and Pardot.
  • Update the weekly email newsletters for Earthport Payments Network.
  • Update the daily morning foreign exchange briefings for EarthportFX.
  • Apply Google Analytics to the new websites.
  • Establish social media presence and track engagements.
  • Present a newly formatted report to sales and marketing teams.

The tasks were achieved in collaboration with web developers based in India and the UK, sales colleagues and various CRM agencies.

Table 1: Proposed marketing automation workflow.
Table 2: The touchpoints that corresponded with the marketing automation workflow.
Table 3: Business continuity plan for digital marketing. Presented to internal auditor before 9001 and 27001 audits.
Table 4: Proposed training programmes to follow the implementation of new CRM strategy and new digital marketing workflow.

Outcome

  • Improved open rates: EarthportFX, a subscriber-only daily alerts, consistently registered an open rate of 10% and above per edition.
  • Improved UX: EarthportFX solved the issue of ‘hanging’ website after payment submission by introducing of a click-wheel mechanism to indicate the length of time taken to process the payment.
  • Reliable lead grading and profiling: By combining sales colleagues’ feedback and studying clients’ and prospects’ engagement behaviour, we created an automation process using Salesforce and Pardot. We successfully notified sales colleagues of leads that we pre-qualified using their engagement with EarthportFX’s digital touchpoints.
  • Efficient sales pitch: Earthport Payments Network, with the new identity, gained investors’ support for its blockchain initiative with Ripple.
  • Eventually, in 2021, the two entities were acquired by Visa to become Visa Payments Network.