Repositioning a payments infrastructure partner from the ground up.

The enrichment category is crowded and clouded by distrust. Banks want auditability. Fintechs want reliability. Everyone wants real-time. But many vendors still rely on opaque models or fragile heuristics.

Spade’s advantage was clear: unmatched accuracy rooted in a proprietary merchant network covering 99.9% of US merchants, delivered in under 50ms response times.

We repositioned Spade around a single conviction: The future of money should be built on ground truth data.

This elevated Spade above point-solution competitors and reframed the brand as an enterprise-grade infrastructure partner. Not a utility or widget, but a critical layer powering authorisation, attribution, AI, and customer experience.

The new market position is broader, clearer, and more ambitious, giving Spade room to grow into emerging opportunities across data, intelligence, and agentic commerce.

Raw data isn’t the story. What enterprises need is meaning: merchant identity, category clarity, geolocation, attributes, and context that unlocks real decision-making.

We transformed Spade’s narrative from cleaning transactions to revealing the full story behind every payment.

We built a story rooted in Spade’s experience principles — Embedded, Precise, Rich, Instant, Forward-looking — ensuring every word felt sharp, confident, and grounded in truth.

The result: a narrative that resonates with technical teams and enterprise buyers alike, bridging the gap between data infrastructure and commercial outcomes.

The old identity didn’t reflect Spade’s ambition or technical depth. We rebuilt the visual system to embody the new brand. Tactile, grounded, and unmistakably Spade.

Everything is built to move fast: from modular components to a CMS system that empowers Spade’s team to launch quickly and consistently.

Spade’s audiences (banks, fintechs, and resellers) each arrive with different expectations, challenges, and internal constraints. We redesigned the website to serve all of them.

Every page from Authorisation to Analytics to Ecosystem Partners is designed to show how Spade’s intelligence improves decisions, reduces fraud, deepens insights, and powers better money experiences.

Motion, framing, and data-led visuals bring the product to life, mirroring the immediacy and clarity of the API itself.