Change Adds Up

2020 changed the world as we knew it. It also happened to coincide with a long-term plan of G4S Deposita, which included the redesign of their cash handling device range. Over time, through acquisitions and growth, G4S Deposita’s visual and strategic identity had become disjointed. They needed an overhaul to consolidate their image and better present their technology offering to the international market. The challenge was how to set themselves apart from their holding company, G4S, and how to align their image with the cutting edge technology they create.

Magnetic Creative was tasked with leading the process of a holistic rebranding. Our approach was to inspire business owners to reconsider the way they think about cash. In light of all the change the world has experienced over the last couple of years, we wanted people to ask the questions: Isn’t there a way to do business – and life – a little better? Isn’t there a way to do it a little smarter? With less fear? How can we take control? How can we embrace change to make our business better?

We dropped G4S from the name Deposita, but kept it as a byline – “a G4S company”. We developed a new tagline: Do More With What’s Yours. We pushed the boundaries with regards to colourways, specifically for application to differentiate/attract attention to the verticals (retail, banking, wholesale, etc) as well as the newly named product categories (Protector, Accelerator, Exchangor, Connector). We evolved the brand photography and product images/renders. And we developed a modular design system versatile and resilient enough to efficiently be adapted regionally and internationally. With a new logo and website, we positioned Deposita as a world-class, integrated cash management solutions company.