Rufus Leonard launches new website and communications for Voca, the UK's automated payments infrastructure

14 October 2004

Voca, one of the world’s largest and most advanced transaction and clearing houses, unveiled its new visual identity on the 12th October 2004, with the launch of a new website, created by leading brand and digital consultancy, Rufus Leonard.

Voca, formerly known as BACS Ltd, is at the heart of the UK’s financial system and uses state of the art technology to process over four billion financial transactions annually.  Over 90% of salaries in the UK are processed by Voca who work with over 100,000 businesses, including all of the FTSE 100.

The rebrand, from BACS to Voca, began in December 2003 when BACS split into two companies. Voca, the processing and infrastructure business, has one of the world’s most advanced payment transaction systems and aims to be the leading provider of world class, secure transaction services.

Rufus Leonard was appointed in March 2004 after a competitive pitch. The team at Rufus Leonard was briefed to develop Voca’s digital strategy. Central to the brief was the development of an online presence, which would reflect and communicate the new brand identity to Voca’s target audience of banks, governments, bureaux and businesses. 

In response, Rufus Leonard has created a new online visual identity that captures the core elements of world class reputation and technological innovation, which are at the heart of the new Voca. 

Online, Rufus Leonard designed the graphical interface of the website, implemented entirely new navigation structures and developed new material tailored towards the target audience, so that site content is both relevant and accessible within a minimum of clicks. 

As part of the wider remit to develop the brand, Rufus Leonard helped drive and develop the positioning and propositions. Communications literature was also developed, including a new corporate brochure and internal brand documentation for employee communications.

Iain Millar, Client Partner at Rufus Leonard, comments: 'Developing the new brand site and communications for Voca has been incredibly rewarding.  The new website, combined with the offline positioning work and corporate collateral we have produced, will provide Voca with a consistency and sophistication in their communications.'

Phil Kennedy, Head of Brand Marketing and Communications at Voca, adds: 'The team at Rufus Leonard showed a real understanding of our business needs and delivered a high quality response to our brief, both offline and online. We are delighted with the impact and results.'