New Mi-Pay identity aims to “cut out the tech speak”

Payment service Mi-Pay, which specialises in areas including prepay mobile top-ups and international calling, has launched a new identity that aims to “cut through the market tech speak”.

The new Mi-Pay identity has been developed with SomeOne and SomeOne/Else, and is based around the use of a hyphen as a “connector” to create short simple phrases.

For example, SomeOne says, “Comprehensive indemnification, fraud prevention and zero fraud loss solutions, used to control the fraud levels on the system”, becomes “Risk-Free”.

The consultancy says this new system also enables Mi-Pay to create “graphically ownable” phrases.


For example financial statements use the phrase “Mi-Numbers and Mi-Words, while business cards say “Nice-to meet you”.

Someone executive creative director Gary Holt says: “For a B2B, or even B2B2C business, whose communications to customers are often few and far between, we needed every touchpoint, every presentation, every word to work as hard as possible.”

Someone/Else creative director Dave Dunlop says the new Mi-Pay website has been created as “a simple homepage with an elevator pitch and three key benefits for both the customer and their end-customer.”

Latest articles

What to look out for at Design Indaba 2019

Ann Crabtree, Alice Rawsthorn, David Droga and John Pawson are among the international speakers at this year’s Design Indaba festival, which takes place next month in South Africa.