Services provided
Brand strategy
Tone of voice creation
Content creation
Communications management
Website copy
Product UX copy
Rebrand collateral
Teya is a payment services and software provider, empowering small and growing businesses with the technology and care they need to automate and thrive. They’re a pan-European business with a global presence. Home to more than 2,000 employees in 20+ offices across 15+ countries, their footprint is still growing.
Formerly known as SaltPay, the company had an aggressive M&A strategy for growth. They had a particularly interesting challenge of creating a new parent brand that best represented the combined values of the sub-brands and effectively communicated their unique integrated offering to small and growing businesses across Europe.
This is how Teya was created.
Tone of voice
Rationale: The voice characteristics were chosen to embody the fact that Teya has a humane voice. Teya creates scalable technological solutions to serve its customers in a caring manner and the voice attributes needed to reflect that.
I proposed three simple and familiar words - humble, helpful, and honest, as the main voice characteristics to make it easier for all Teya employees (many of whom are non-native English speakers) to remember what Teya sounds like. I also used an intentional alliteration (the repetition of 'H') to aid the creation of a recall heuristic across Teya’s diverse geographies.
Rebrand collateral
This video was created as part of the rebrand collateral for the internal launch of the new brand. The ambition was to create a love letter to Teya’s customers, to celebrate the entrepreneurial spirit of small and growing business owners, and to give thanks to them for nurturing local communities.
Current state
Teya has recently launched for the external world and are in the midst of building a stronger digital marketing presence for the company. I’m currently responsible for making sure all external collateral — from customer emails to product UX copy — follow the tone of voice of the new brand. All collateral and content production is currently my responsibility.