Despite Clover being #1 solution in the SME merchant space, it ranked 7th in brand recognition. Fiserv’s investment in this initiative pivoted in the hope that untapped growth was hiding due to the lack of audience awareness.

A new message and offerings narrative needed a bit of attention-grabbing new graphics. We wanted to keep true to the legacy without inventing anything new. We simply looked deeper within and uncovered existing stories that needed exposure and visual reenactments.

With the invaluable help of HUGE creative team in the UK, and the steering from Clover Marketing and Design Leadership, a brand refresh of Clover using the concept of "growth" (inherent in the leaf venation from the existing cloverleaf archetype) was applied across all public-facing experiences, form web, marketing, social, user interface, hardware, and product packaging.