Priority Brand Identity

Priority is a leading payments technology company helping businesses move money faster — from merchant services to payables, banking and beyond. After years of rapid growth and acquisition, the brand had become a house of brands: fragmented, confusing, and inconsistent.

To compete at the level of its technology, Priority needed a unified identity that could connect its expanding suite of solutions under one powerful story.

We built that story around the idea of the “Commerce Engine.” Instead of being seen as a patchwork of services, Priority would now stand as the engine driving every aspect of modern business transactions. And we aimed tyo c

As Creative Director of Copy, I helped shape this new identity — from brand voice and messaging architecture to website copy and launch headlines. The goal was clarity and momentum: clear enough to simplify a complex offering, bold enough to feel like a category leader.

The refreshed voice, paired with a striking new visual system, launched ahead of a key industry event. The result was a brand that could finally speak with one confident voice — transforming from a collection of sub-brands into a cohesive, future-ready platform built for growth.