In late 2024, I partnered with Strategist and Copywriter Nikki Clark and Cuscal Chief Customer Officer Michael Blomfield to develop the brand story, strategy, and end-to-end brand identity for the future of Cuscal Limited.

The engagement began with a comprehensive discovery phase, including a market scan to understand Cuscal’s existing brand positioning and archetype. This analysis confirmed the brand’s long-standing alignment with the Sage archetype—trusted, knowledgeable, and authoritative—an equity built over more than 60 years.

Rather than pursuing a full rebrand, we identified a clear opportunity for a brand evolution. The objective was to protect and build upon Cuscal’s established brand equity while preparing the organisation for future growth. Through this process, we uncovered a complementary secondary archetype: the Magician—representing transformation, innovation, and progress. Together, these archetypes formed a unified brand proposition: Disciplined Disruptors.

This positioning reflects Cuscal’s ability to balance deep expertise and stability with forward-thinking innovation. To support this shift, we evolved the visual identity to better express the brand’s future state, while adhering to several key principles:

• Preserving the equity of the existing wordmark
• Elevating the identity by simplifying and removing visual clutter
• Enabling scalability for acquisitions and new product offerings
• Creating a clear, consistent, and compelling visual system across all touchpoints

The new Cuscal emblem embodies the brand essence of Deliberate Disruption. Its equal sides and angles symbolise balance, structure, and security—hallmarks of the Sage archetype. Within this disciplined form, elements of creativity and momentum emerge, drawing on the transformative nature of the Magician. Together, these qualities express a brand grounded in trust yet driven by innovation—pioneering the future of payments with purpose.