- Start Ups
JUSTT. NAME, BRAND STRATEGY, COPYWRITING, LOGO + VISUAL IDENTITY.
Fairness, justice and simplicity.
Fin-tech company AcroCharge (before we changed their name) came to us with a great solution for chargebacks, but with no compelling story or name. Now you’ve probably never heard of chargebacks, but merchants who take credit card payments sure have.
When a consumer disputes a credit card purchase and requests a refund, that’s a chargeback. Most disputes are legit; the goods are returned to the merchant, the consumer gets her money back – all hunky-dory. But often, they’re fraudulent. So merchants are legally bound to return the money, without getting the goods back in return. It adds up to a ton of money lost by sellers every year with no good way to fight back because it takes time, a dedicated staff, tons of effort, which many companies simply don’t have.
This phenomenal company helps companies and merchants fight illegitimate chargebacks enabling them to keep their money. Via a thorough brand strategy process, we determined that they’re driven by fairness and leveling the playing field for merchants who have for too long been getting the short end of the stick in the chargeback game.
With the position established, we delivered a new name that felt right as soon as we started talking about it: JUSTT. As in fair. As in, yes, justice. The new name even subtly suggested how simple and easy JUSTT’s solution is for merchants to use. Ahem, that’s no accident.
The brand story we delivered conveyed their promise to stand up for merchants and fight in their corner, a story that explains the “why” behind JUSTT and not just the “what” – a story that expands on the theme of fairness and justice for merchants. Because in the rapidly growing and competitive chargeback field, JUSTT needs a bold and authentic story simply to be heard above the noise.
Along with a powerful new name, story and tagline, came an arresting new logo and visual identity built around their former brand colors. The logo was decidedly simple – just like their solution. That triangle under the word in the middle there represents balance. As form follows function, logo follows story, too. To us, at least.
While many of us might shrug and see chargebacks as a merchant’s problem, not ours, the team at JUSTT looks at it from a different point of view. To them, merchants aren’t faceless retailers but friends and neighbors – part of the fabric of any community – who make life a little (or a lot) more pleasant by providing the goods and services we want and need. They work hard for their money, and the chargeback ninjas at JUSTT work just as hard for them.
We’re not embarrassed to admit we were unfamiliar with the whole chargeback landscape when they first got in touch with us. Which made JUSTT one of our favorite kinds of projects: one that allowed us to learn about a new field. One that offered a chance to help fix a problem. To work with nice people. And most of all, one that led to work we couldn’t be more proud of.