Bill
Transforming the Italian digital payment market

Client SisalPay
Industry Finance
Services Corporate brandingUser experience

Pioneering the new frontier of digital payments 
in Italy, together with Sisal, we set out to develop a digital wallet 
for simplifying the payment process for consumers and businesses.

In close partnership with Sisal’s team, together we created more than just an application – a revolutionary digital payment and peer-to-peer experience.

The new digital wallet, Bill, is a smart, simple, and cashless way to pay. At the same time, it’s an opportunity for Sisal to use their 30,000 points of sale to connect with customers and expand their reach with a unique alternative to existing digital wallets and payment systems.

Together, we built a new brand, a new identity, and market proposition to enhance SisalPay’s offering in the retail market with a human-centered design approach: people first!

Together, building the future of digital payments

Looking to build strong synergy with the leaders in the Sisal digital payment division, we organized an immersive workshop to gain a deep understanding of the complex world of digital payments, competition and benchmarks, and customer demographics.

Together, we identified two product propositions and two USPs dedicated to the Business targets and Sisal consumers. Understanding customer expectations and drivers of choice we created a strong market differentiation in the competitive arena of the emerging and well-known competition. We worked closely with Sisal to establish the brand values and the business drivers to build a unique experience with the aim of educating customers and business partners on the digital payment revolution taking shape in Italy.

One Bill, two souls

At its core, Bill is a new market proposition and digital wallet application that will enhance the real-world shopping experience for customers and businesses. The challenge for us was to translate the particular needs of these targets into two separate user experiences and user interfaces while keeping a solid design consistency with the new brand identity. The business application expresses the freedom and benefits of cashless, easy, and secure payments with in-depth market intelligence and an integrated computer system. Bill provides quick and easy transactions, budgeting tools, peer to peer transactions and security backed by Banca di Italia and SisalPay – a pioneer in retail payments.

An identity with a personality and a human-centered design approach.

As easy to use as the wallet in your pocket, Bill’s strategic purpose, it’s positioning, and tone of voice are synthesized in the brand line: “Easy Pay. Easy Life.” and the name Bill, personifies and defines the application as a trusted and reliable partner in the bill paying process.

The brand icon becomes the hero of the new identity: it represents an open wallet pointing like an arrow moving into the future creating an impactful visual system unique to Bill’s friendly, iconic, and empathetic identity. The inclusion of the wallet in the letter B emphasizes the concept of Bill’s synergy and integration with your life.

Furthermore, we extended this identity across its new Brand System: photos, illustrations, infographics, merchandising, and points of sale to guarantee effective brand impact and memorability.

Enhancing Bill’s digital experience through close collaboration

Our focus was on building a way of interaction and visualization to simplify the user experience and expedite the enrollment process. We worked in close collaboration with the Sisal UX/UI team to build an ownable design language for the website and the applications that is contemporary, coherent, and in line with the latest trends and tendencies of UX and UI design.

The brand bible: strong consistency and flexibility in execution

We developed the Brand Book facilitating the correct reproduction of all the elements belonging to the new brand such as the logo, colors, the photographic style, iconography, and the digital and physical communication touchpoints.

Bill was revealed to the B2B canvas in Sardinia

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