Thredd is a leading issuer processing partner offering next-generation card services, extensive API libraries, and 24/7 support solutions. It is equipped to meet the standards required by Tier 1 banks and is integrated with more than 40 issuing banks, operating programmes for 180+ customers in 60 countries, using over 150 currencies.
Rebranding
Brand Management
Challenge
Operating as Global Processing Services for more than ten years, the company saw its acronym (GPS) become increasingly associated with location services, consequently impacting its brand equity. In 2021, the company started a transformation programme to strengthen its position in the market, launch its expansion to new areas and customer segments, and accelerate new product and technology developments.
With its new ambitions, GPS decided to rebrand to ‘Thredd’ to “reflect its unique position as the go-to Payments Partner of Innovators worldwide”. Thredd also introduced a new legal entity name, visual identity, and design system alongside the name change.
Our solution
Thredd’s primarily digital operations presented a challenge, as the changes needed to be implemented across a range of digital touchpoints. This is often a more intricate and labour-intensive process compared to the rebranding of offline assets.
The legal entity name change gave the project another layer of complexity. As a company that partners with global financial institutions, Thredd is subject to an array of regulatory requirements across the different regions in which it operates. The company had many branded assets linked to these regulations, all carrying GPS’ legal entity name. Identifying all of these assets was a crucial first step in preventing any disruption to the company’s operations during and after rebranding.
Additionally, because of the size and scope of the project, Thredd needed to engage multiple digital, creative, and content agencies, which made project managing the rebrand significantly more complex.
Vanessa Kreimeia, Head of Brand and Marketing
The results
Thredd launched its new brand in April 2023. Its digital and offline brand assets have been completely rebranded. The new brand guidelines and the helpdesk have been instrumental in helping internal brand users transition to the new brand. After its successful transformation, Thredd is achieving its vision and ambition with greater brand recognition, increased brand equity, and a strengthened position in the market.
