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Pleo

Brand repositioning to mid market

Pleo: for those who can see around corners. For the craft of finance.

The brand film: For the craft of finance (45 seconds).
Watch on YouTube
Pleo billboard at Piccadilly Circus, London, with a giant close-up eye and the line For those who can see around corners.
Piccadilly Circus, London, September 2026.

The challenge.

Pleo had grown from an expense tool for small teams into a spend platform for mid-market finance departments. The brand still looked like the old product. Finance leaders felt misunderstood, and the category looked dry and generic.

The identity.

A bolder logo, a cooler and fresher pink, a bespoke typeface and a stripe pattern taken from marked-up spreadsheets, the working tool of every finance team. Built with the agency Porto Rocha.

Three eras of the Pleo wordmark: the original script, the 2020 refresh and the 2026 identity.
Three eras of the Pleo wordmark. The 2026 identity is on the right.
Pleo campaign page with the pink wordmark on black and the headline For the craft of finance.
Campaign page.
Pleo homepage with the headline First in Europe for business spend and a phone showing a card payment.
Website.

What we did.

  • One mission: Finance as the strategic force in how a business runs.
  • A new identity: One system for the logo, colour, typeface and pattern, used in marketing and in the product.
  • A product to match: New navigation built around finance workflows, the same on mobile, tablet and desktop.
  • "For the craft of finance": The first campaign: out of home, paid digital and a campaign page, running across Europe to the end of December.

Where it landed.

Piccadilly Lights, the London Underground and Frankfurt Airport, plus paid social in English and German. German marketing trade titles covered the launch within two weeks.

Pleo on the Piccadilly Lights screen next to other brands.
Piccadilly Lights.
Pleo advert on a London Underground platform screen showing glasses reflecting a city skyline.
London Underground platform screens.
Pleo advert on an Underground platform screen with the line For those who see the glass as 52.31% full.
"For those who see the glass as 52.31% full."

Questions

What problems do these engagements solve?

Entering a new market (Paysafe Peru), repositioning a brand (Pleo), keeping customers ordering (Deliveroo) and turning cold small business prospects into sales conversations (PayPal).

Do you do brand as well as demand?

Yes. Pleo was a company-wide rebrand and a Europe-wide launch. Paysafe was national, brand-led demand generation.

Do you work on B2C as well as B2B?

Absolutely, although the bulk of the experience is in B2B fintech.

How do you measure success?

We define success on your terms, together, during the scoping call.

Find where your marketing is stuck

Let's talk and find out if we are a fit.

  • No pitch deck.
  • A straight view on what is holding marketing back.
  • A short proposal only if there is a clear fit.
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