Priority Transforms its House of Brands into a Powerful Commerce Engine

The Solution

How: Clarify product architecture and shake up the house of brands.

Through extensive interviews with Priority customers and leaders alike, we identified one of the brand’s core challenges: an overly complex brand structure. Too many sub-brands created silos, diluting Priority’s overall value, while limiting customers’ understanding of Priority’s full suite of offerings. With a powerful range of products and services that could benefit a wide, diverse audience, the Walker Sands team knew we needed to simplify at the brand level to make sure each customer could get the most from the platform. 

The solution? Evolving Priority from a fragmented house of brands into a unified hybrid model, a strategy that required removing sub-brand names, aligning internal teams with external branding and securing executive approval for what would be a radical change for Priority. This challenge also called for a new creative brand identity that better spoke to Priority’s sophistication and holistic value. 

What: Positioning Priority as the engine for opportunity

Enter: The Priority Commerce Engine — a new way to frame Priority’s value as a central platform uniting merchant services, payables and banking and treasury solutions. The Priority Commerce Engine empowers finance professionals to accelerate cash flow and turn every transaction into an opportunity. 

As part of the rebrand, we introduced new messaging that clearly conveyed the brand’s value proposition and positioned it as a platform for bold, imaginative and ambitious leaders looking to make an impact. 

We also refreshed Priority’s color palette and evolved its logo, using it as a visual brand device to highlight the windows of opportunity the brand opens for its customers.

Where: To bring this transformation to life, we executed a multi-faceted strategy which included:

• Owned: Revamped brand positioning, consolidated product architecture, website and SEO refresh, creative brand identity and messaging development
• Paid: Digital awareness campaign to amplify the new brand

This strategy not only created a cohesive and compelling brand identity but also set the stage for Priority’s continued growth.

The Outcome

Priority launched its new brand in September 2024, just in time for a major industry conference. The complete overhaul of its visual and verbal identity enabled clearer, more compelling storytelling — empowering the executive team to confidently deliver on the brand’s promise of building opportunity for their customers. Our work optimizing Priority’s website and SEO efforts to accompany the rebrand also led to significant boosts.

Beyond the external rebrand, our team’s work also led to the development of an internal organization and structure that mirrors the aspirational perception of the external brand. This strategic alignment sets Priority up for long-term success, ensuring that as the company continues to grow and expand its portfolio, it can seamlessly introduce new products and services without diluting or complicating its brand story or product architecture.

As Priority’s CMO Dave Faupel put it, “We have never been able to tell our story so easily and so clearly.”