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Benchmark Service Gets Fresh New Look: Think PaySmart

Australian direct debit billing company PaySmart has launched a new brand identity that reinforces its standing as an industry leader.

CEO Ian Jones said the refresh was a way to reinvigorate PaySmart’s marketing presence, but also reflected the company’s longer-term vision. “Right now, PaySmart is the industry benchmark in direct debit billing, but complacency can be a killer,” Jones said. “We believe that in order to maintain our position, we need to own it by continuing to deliver on our four layers of service and striving to find new ways to provide value to our clients. Our new brand identity reinforces this—it communicates confidence, vitality and forward thinking—and these are traits we believe should permeate the organisation.”

Jones added that all brands needed a refresh at times and the results could have as much of a positive impact on staff, as the marketplace.

“We want our staff to be proud of PaySmart and the edge we have over our competitors, particularly when it comes to service delivery, so having something visually strong and modern helps to back up our position and gives us all a sense of pride,” he said.

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