By Liesl Smith, SVP Global Marketing & Communications, FreedomPay
FreedomPay describes itself as being born outside the system. In a world where payments are often locked, siloed, and stitched together by legacy systems, FreedomPay is built by outsiders on a mission to take payments further than anyone thought possible.
From its early days, FreedomPay challenged the status quo and continued to build our business–and reputation–one secure transaction at a time. The FreedomPay brand has evolved from rambunctious upstart to a highly recognized player in global payments technology. We’ve been committed to building our brand around the world among an ever-expanding ecosystem of top-tier merchants and partners. As the business continues to grow internationally, the brand continues to extend its reach in the world.
We’re thrilled to unveil our fresh new look—a carefully crafted brand evolution based in elegance and energy, and shaped by the Maverick Spirit.
The Maverick Archetype
FreedomPay needed a brand identity that expressed our core ethos: a world-class technology company built by and for forward thinkers, fast movers, and next-level achievers. One key aspect of the Maverick persona is disruption. Mavericks disrupt industries by introducing new processes and perspectives that go against the grain and connect new and different “dots” that lead to novel developments.
How We Got Here
Our Maverick DNA has been here from the beginning. FreedomPay was founded by a group of industry challengers with a fresh perspective, a proven track record in technology, and a fearless commitment to building a different kind of payment platform. By developing an independent gateway that wasn’t tethered to any one processor or bank, we were able to unleash new possibilities for merchants and partners around the globe. The time came for the company known for its Next Level Commerce™ to, in fact, find its next level.
How We Implemented the Maverick Mindset
Great brands aren’t built on slogans. They’re built on systems–intentional, beautiful systems that create coherence, spark emotion, and inspire belief at every touchpoint.
When FreedomPay embraced the Maverick brand archetype, we knew the visual and verbal language of our brand had to embody the spirit that had always driven us: independence, courage, elegance, and energy.
Color Palette:
We introduced a bold, sophisticated color system — a palette that balances confidence with refinement. Vibrant, energetic hues express our Maverick spirit, while deep, grounding tones signal our strength, trustworthiness, and global leadership. Together, the palette reflects a brand unafraid to stand out but wise enough to do so with purpose.
Typography:
We embraced clean, modern typography to ensure every word feels both approachable and authoritative. Our type system prioritizes clarity and impact, supporting the candid, direct tone that defines our voice. No unnecessary flourishes. No pretension. Just clear, confident communication that meets the moment and moves it forward.
Messaging:
Our brand voice is intentional, conversational, and disarmingly direct.
We stripped away corporate jargon and empty promises. Instead, we speak with the precision and honesty that smart audiences respect and expect. Every line is crafted to connect, cut through, and catalyze action.
Design Language:
Across every surface — from the smallest digital button to the largest conference stage — we created a brand experience that feels unified, dimensional, and unmistakably FreedomPay.
Our iconography, motion principles, and visual architecture all serve a single goal: make complexity invisible and opportunity inevitable.
We didn’t just refresh our brand. We activated a new era. One where form and function, style and substance, work seamlessly together to move our company and an entire industry forward.
