During my time at Perka, I was asked to refresh the Clover brand to align it with our shared parent company, First Data, and establish a strong foundation for future years.
ROLE
As a Senior Product Designer at Perka, I had the honor of successfully rebranding Clover, our much larger sister company that we were merging into.
RESPONSIBILITIES
Art direction and brand design including strategy, identity, and guidelines
Print and digital design
Clover design and marketing team collaboration with stakeholders including Clover VP of Design, Clover VP of Product, First Data VP of Marketing, and CEO/Co-founder of Clover
RESULTS
Aligned brand to parent company First Data, the largest credit card processing company in the U.S.
Established a strong brand platform for a rapidly growing start-up
Set the stage for a redesign and new, impactful photography on clover.com
APPROACH
During this rebrand, it was important for me to have a defined strategy and to carefully track changes. By making minor alterations gradually, I was able to eliminate the risk of losing recognizability on the market or causing any issues within the Clover team.
Logo in place before branding refresh:
Three directions presented to the team and stakeholders
1. Embrace the Interface — I used Clover's UI guidelines to inform the brand identity. The goal was to emphasize the merchant's visual experience interacting with their Clover device.
2. It's All About the Imagery — I relied heavily on photography and supported it with a concise, yet bold brand identity.
3. Fresh Start — Reboot of the Clover brand with a clean and bright feel that represents all things small business.
I collected feedback and iterated on the original concepts.
SOLUTION
Delivering the brand guidelines
Through several rounds of review with the marketing and product teams, I refined the brand strategy to present a strong direction for the Clover brand.
DESIGN DETAIL
Color
Bright, bold and confident. This limited color palette works well to support our photography. The brand blue of our parent company, First Data, was also updated to match Clover’s.
DESIGN DETAIL
Imagery
Candid & busy
Imagery should reflect reality: depict real merchants, not actors. Show candid moments of merchants — in the zone, in their element, doing what they do best.
Jobs to get done
The simplest moments of merchant’s getting jobs done. Portray a broad range of tasks for different business types. Focus on the detail of the task and not the merchant themselves.
Clover in your corner
Showcase the Clover device.