Wipro-owned experience innovation firm Designit has triumphed at this year’s prestigious Red Dot Design Awards, securing three wins. These awards celebrate exceptional business activities elevated by design.
Among its successes, Designit earned recognition for projects with PeopleWay and Nykredit. However, the highlight was its victory in the Corporate Design category for crafting the visual identity of the European Payments Initiative (EPI).
Supported by 16 European banks and payment service providers, EPI faced the challenge of establishing itself as a recognizable European provider of payment services for both consumers and businesses.
To tackle this, Designit defined the EPI’s visual identity, and positioned it as a company with “a bigger purpose”. The paradigm of the EPI brand shifted away from being a payments company with an alternative proposition for the market, to being an embodiment of a wider movement that strives for a modernised, innovative user experience in payments.
Key to this new brand narrative was EPI’s logo, which Designit created from scratch. Designit ensured that the new logo conveyed a sense of playfulness and positive energy, while the checkmark-like symbol over the “e” is a metaphor, not only for successful transactions, but also for the creation of connections and bridges across Europe. Bridge imagery was also included as a symbol of connections, visualising that EPI provides a unified payment experience.
Jean-Baptiste Vieille, EPI Head of Brand, said: “Our position in the market is unique. Designit’s creative leadership solidified our identity as a business. It enables us to clarify the overall approach between our corporate brand identity and our product brand identity Wero. Designit’s consideration of even the smallest details meant we now have a much more defined brand identity that effectively communicates the values of sovereignty, innovation and expertise to best serve European citizens and businesses that EPI embodies.”
Frida Setterberg, Head of Studio, Copenhagen & Aarhus at Designit added: “It’s always satisfying to work with a client that really believes in your creative vision. When it comes to establishing a strong visual identity, it’s often the smallest details that make the biggest impact – a new logo, for example, is always more than the sum of its parts.
“The EPI understood this straight away and trusted us to get these details right. Elements of the design that might otherwise be overlooked, like the typeface, for instance, became key considerations – Open Duplet. The same is true of the colour palette. We chose blue and a hint of off-white supported by vibrant secondary colours that reflect the diversity in implementation across markets”.
Elsewhere in the corporate design categories, Designit picked up awards for its rebranding of Danish business consultancy PeopleWay and for rejuvenating the corporate identity of Nykredit, one of the oldest financial institutions in Denmark.
Setterberg continued: “It’s an honour to be recognised for our work, especially by such a prestigious organisation as Red Dot. Each of these projects we’ve been recognised for posed their own unique challenges in defining and strengthening brand identity, which required us to adopt a tailored approach.
“With Nykredit, the focus of our design was capturing the company’s essence: stable, approachable, and present across all of Denmark – leaning into the strengths that have made it a mainstay in the industry.
“Meanwhile, the PeopleWay project required something quite different – we sought to elevate their brand and visual communication, by distilling the company’s brand to its core principles. It was a challenge to cut through the complicated conversations around human behaviour and how it relates to the inner workings of artificial intelligence.
“To take home the top awards for these three unique projects is testament to the talent we have at Designit.”
