The story behind the Chaser rebrand and new beginning

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    The story behind the Chaser rebrand and new beginning

    One of the inevitable side effects of start-ups is an inconsistency about how we talk about ourselves in different mediums and contexts to our many different audiences. Sometimes that only occurs between departments (product, marketing, dev, sales), other times, it’s because of the employee staff turnovers with no brand handbook to guide the newcomers. 

    2020 has been a year of massive change for Chaser in terms of leadership, product vision, marketing innovation and commercial strategy. With this came the development of a new vision, mission and set of core values that are driving the “new” Chaser forward, with the aim, of course, of better serving our customers and partners. Inevitably, with this change, a rebrand and a new website tend to follow. 

    The Chaser rebrand is all about growing from small beginnings into a business that operates confidently, knowing why it exists and how it goes about its business.

    We wanted to create a brand personality that exudes trust, continues to be strong and personal, with a formality that reflects the very serious work we are doing: getting businesses paid and improving their cash flow. We wanted our visual identity to be flexible to use across different mediums, and meaningful to the different audiences we speak to. So we’ve focused on a strong use of colour against pale backgrounds with a modern and simple font – Nunito Sans.

    The results from all these exercises allowed us to create a brand that captures what differentiates Chaser from other software and service providers in our space and develop a brand personality that continues to be strong and exude trustworthiness.

    And with our new look, came a new logo. 

    New logo

    Whilst our old logo resembles a stamp, the “PAID” stamp you’d put on a paid invoice, we felt that the concept was dated. With most businesses using digital invoices, e-invoicing and online accounting systems, we felt it was time for Chaser to have a sleeker, modern logo, with no rough edges. Our new logo is sleek and emulates trust through it’s smooth, clean lettering.

    New website

    We’re excited to announce the launch of our new website. With over numerous new visitors a month, we felt it was time to enhance and optimise their experience. We wanted to create completely new content, restructure the navigation, enhance the user experience and push the boundaries with our new brand identity. We started the redesigning project by conducting research into our website’s analytics to see how our visitors were using the website. Using this data, we could see what the website did well and what we could improve on. 

    We hope you like the modern new look to the website and logo.  Equally we hope that the improved navigation will allow you to find the information you need more quickly and easily. 


    Website are never finished

    The launch of our website is the end result of a lot of hard work designing, developing and testing which is the end of an exciting phase. However, it’s also the beginning of an equally exciting phase where we will be building on the new brand and for the website we’ll be adding lots of new content, developing new features and improving existing ones.


    The Chaser Brand

    A brand is the way a company is perceived by those who experience it. More than simply a name, term, design, or symbol, a brand is the recognizable feeling a product or business evokes. Simply put, brands are perceptions. They are intangible. They live in the minds of everyone who experiences them: employees, investors, the media, and, perhaps most importantly, customers.

    Establishing and building a strong, memorable, brand requires tremendous effort and dedication. And there is a true sense of this at Chaser in our values and culture. We know that brands go beyond just being a logo. A brand is everything

    Our brand is represented in our customer service, reputation, advertising, product and visual identity. And when all of these parts of the business are working well together, the overall brand tends to be healthy. We hope to continue to build the Chaser brand with you all for years to come.


    What’s next?

    You’ll have guessed it! We’re already gearing up some updates on the product UI/UX to reflect our brand change. This is set to go live in January 2021. We are set to update all our marketing brochures, whitepapers, guides with a new look, but also with fresh content. We are working on a plan to enhance further our support for partners and customers.

    We are looking at ways to continually improve upon the service we provide. We look forward to taking this journey with you.


    Feel free to let us know what you think by emailing


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