#Moving <set color="#0094ff">from processor to partner</set>
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As the technological thread that weaves together the tapestry of the global digital payments ecosystem, it was time the partner behind the pioneers had a new name to tell people exactly who they were. Meet Thredd.

Thredd

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#### In brief
Global Processing Services was a payment processing business with outstanding people and technology, and no name to speak of. Despite being a lynchpin in the rapid development of consumer fintech, GPS themselves were unknown, having chosen to concentrate on their technology rather than their marketing. 

With new investment, it was time for GPS to step forward and — in touch markets for both growth and recruitment — be visibly proud of who they were, and the work they’d done, working hand-in-hand with their innovative clients to create ground-breaking payments products and experiences. 

It was time for GPS to become Thredd.

#### What we did
Payment processing might sound dry, but it plays a crucial role in the fintech ecosystem, and many innovations that allowed early fintech pioneers to stand out came from this space. 

We worked closely with GPS clients, senior leaders and employees from around the globe, supplemented with competitive mapping, data-driven insights and the use of our proprietary Vanguard network to understand the future of the payments space. 

With the organisation going through a period of rapid change, we built out our initial hypotheses in workshops with GPS’ senior teams, helping make sense of diverse views to bring the organisation together behind a simple and powerful brand idea: Your *True Partner*.

From there we developed principles for messaging, interaction, and their employee value proposition, and provided a robust and unifying brand framework as the springboard for their new name and identity. 

We drew inspiration from the history of computing. In 1804, the Jacquard loom revolutionised the weaving industry. It used binary code patterns on interchangeable punch-cards to automate the weaving process, technology that directly influenced the first programmable computers. 

From this we created a visual identity all about weaving partnerships with clients to create tailor-made solutions. And renamed GPS, Thredd. Woven patterns represent Thredd’s many partnerships and relationships, from clients, suppliers and even employees. Because every partnership is different, but there’s always a common...Thredd. 

We represented Thredd with the constant blue vertical threads, while the variable brightly coloured horizontal threads represent their innovative fintech partners. The colour palette can adapt to the brand colours of Thredd’s clients for specific partnership applications. Individual patterns can feature one partner colour or multiple partners, and bespoke one-off patterns are created for visual storytelling.

The new brand launched in 2023. That same year, Thredd delivered the best performance in its company’s history. Thredd expanded its customer base, increasing transaction growth across several regions. In Europe and APAC, Thredd’s organic growth from existing customers increased 20%, and new client sales tripled. The business also expanded geographically, and experience exponential growth across various industries, with a record-breaking 150% increase in new sales.

> “Rebranding to Thredd marks a new era for our company as we begin the next phase of our growth... our new brand reflects our renewed focus on enabling our clients to create a more interconnected, accessible, and seamless payments ecosystem.”
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> *— Kevin Shultz, CEO, Thredd*

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> “We’re incredibly proud of our new brand, which is a perfect encapsulation of who we are as a company and how we like to work with our client partners. We’re already reaping the benefits of an excellent brand to help us stand out with both potential clients and potential recruits.”
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> *— Betsey Samuel, CMO, Thredd*

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> “Creating a new brand identity for an organisation at the heart of fintech was a fascinating creative challenge. The idea of representing close partnership through the metaphor of weaving really made sense as we discovered the parallels between the Jacquard loom and modern computers. This delivered the visual language to express Thredd’s individual client relationship as well as their rich tapestry of partnerships in a way that ensures partners, prospects, and talent understand Thredd and the integral role they play across the industry.”
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> *— Katherina Tudball, Senior Creative Director, Design Bridge and Partners London*

Global Processing Services was the payment processing company no one knew about. Despite powering the world’s leading fintechs and challenger banks, GPS’ name and visual identity didn’t match their reputation as the leading paytech partner, working hand-in-hand with their innovative clients to create ground-breaking payments products and experiences. The business needed a new brand to communicate its importance as a technological innovator, but more than that, its ability to find the answers to individual customer challenges.

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As the technological thread that weaves together the tapestry of the global digital payments ecosystem, it was time the partner behind the pioneers had a new name to tell people exactly who they were. Meet Thredd.

Design Bridge and Partners | Thredd

Superunion and Design Bridge come together to create Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.

Design Bridge and Superunion come together to create Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.

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Thredd

Moving from processor to partner