Jillion
Jillion is a licensed Payment Service Provider (PSP) based in Dubai. The CEO reached out to me to take care of the copy for its rebrand, with the goal of turning it into a global player on the international B2B business payments landscape.
I was tasked with writing a 15-page company website, new tagline, Tone of Voice Guidelines and social copy.
A new company tagline
The new tagline needed to embody Jillion’s new Tone of Voice principles: Human, Bold, Innovative and Transparent.
‘Payments that flow. Business that thrives’ delivers on all the above. Let me explain why.
‘Business payments’ is a very common term, so I thought it would be interesting to break them up but link them to each other in a ‘call and answer’ format. When your payments flow, your business can thrive. It makes sense as a principle in itself. It feels a bit different, which also speaks to the innovation that’s at the heart of the company.
Words like ‘flow’ add to the feeling that the payments experience with Jillion will be easy and seamless – (because water flows.)
‘Thrives’ brings it into a world that is human and warm - the opposite of cold, corporate B2B payments language.
This tagline embodies the sense of forward-motion movement that the design team were capturing in the rebrand (the blue ball moves around playfully with your cursor).
The sub-copy reads “Access a fully customisable payments stack and checkout in one unified interface. No-code and no fuss. Just seamless payment experiences your customers will love.”
Lexicon words like ‘love’, ‘seamless’, ‘unified’ and ‘customisable’ are strategically included on purpos
A new company website
Below are a few full (clickable) examples from the new Jillion website. Here you can see the Homepage and two examples of the Solutions pages: Checkout and Payments.
The content on these product pages is divided into Value Props that each tell a clear benefit to the customer, be it about global coverage, acceptance rates or the checkout experience. Every page ends with a unique soundbite that is persuasive and drives users to hit the ‘contact us’ button.
