One. New. Leader.

When GPV acquired market competitor Enics, they already had a well-equipped brand voice and position based on the customer promise “Accomplish more.” For more than 10 years, GPV have continuously invested in a strong brand with a clear and appealing story and a visual presentation across platforms. GPV and Pravda have gone through several rebranding processes through the years, keeping the brand relevant and current.

A Brand Strength Analysis was conducted to determine the strength of both brands in the M&A, and ultimately the two companies decided to proceed under the GPV brand. The challenge was to combine two cultures through strong transition communication while building a narrative that could unite both companies and create pride and motivation.

Pravda created a new brand transition narrative for the merger while revitalizing the 2 brands as one. The tagline “One. New. Leader” served as the guiding star and was deeply rooted in the integration process from A-Z. Pravda helped frame the narrative from top management all the way to specific assets used at all global locations.

Elements from both brands were used in the initial transition communication – and GPV’s brand identity was afterward applied and integrated fully across all locations via a running roll-out. The arrow from the GPV logo plays the leading role in the visual identity providing simple yet effective visual brand recognition and illustrating progress and direction. As a graphical element, it has countless possibilities and continues to be the epitome of the GPV brand for years to come.