Game Payment Technology

Game Payment Technology (GPT) was formed as a joint venture between Bacta, the trade association for Britain’s amusements and gaming sector, and Polar Moment, a leading payments specialist. Founded in direct response to the growing shift towards a cashless society, GPT needed a full cashless payment brand design — from naming and identity through to launch campaign and digital presence.

My initial brief covered a lot of ground: logo, brand identity, website, messaging, launch campaign, and supporting content for digital and social channels. This is exactly the kind of project I find most rewarding — being involved from the very beginning, shaping how a business presents itself to the world from day one.

Good brand design isn’t just about creating something that looks right; it’s about establishing a clear, confident market position for a genuinely innovative product in a competitive industry.

The brand needed to work across two distinct audiences: the gaming operators and venues who would adopt the technology, and the end consumers who would use it in the field. That dual audience shaped both the visual identity and the messaging strategy — creating a brand that felt credible and trustworthy to industry professionals while remaining approachable and intuitive for everyday consumers.

In addition to the core brand work, I supported GPT’s technology partner with aspects of the app’s user interface (UI) — ensuring that the digital experience aligned with the wider brand design and maintained a consistent look and feel throughout the user journey.

After launch, I continued to support the business with ongoing marketing activity, including advertising, brochure design, and exhibition stand creative for industry trade shows. Building and sustaining a brand presence in a competitive sector requires consistent, considered marketing — and it was rewarding to be part of GPT’s growth beyond the initial launch.