Known for gaming. Built for growth.
Coda connects digital content publishers to millions of customers, but its brand remained focused on its gaming origins, underselling its enterprise value. Having evolved from a payments provider into a strategic partner for the creative economy and beyond, Coda needed a brand that could clearly and emphatically signal this significant business shift.
Strategy
From what Coda processes to why partners win
To signal this shift, we developed a strategy that went beyond visuals, focusing on repositioning Coda in a competitive market. We distilled this into a single-minded brand idea that captured their role in driving partner success: ‘Growth Catalyst,’ reframing their value from simple payments to essential growth partner.
Identity
The 'C' as Coda's centre of gravity
The ‘Growth Catalyst’ idea inspired a confident identity system. We used the 'C' from the logomark as a versatile graphic device, visually representing Coda as a central force for growth. A sophisticated palette, clear typography, and a direct tone of voice combine to give Coda an authoritative presence.
Application
Built to flex, made to prove
The brand was broadly realised across a range of applications, the most importantly the website, designed as a powerful tool for enterprise partners. The new B2B experience is structured around solutions and outcomes, with a key ‘Impact’ section demonstrating the ‘Growth Catalyst’ strategy in proving Coda's value to potential clients.
