Nuek.
For the journey
From Minsait Payments to Nuek: a new era to lead the payment ecosystem.
BrandFor Value Journey
Brand Diagnosis, Brand Strategy, Brand Architecture, Brand Naming, Visual Identity, Brand Implementation, Brand Activation
Sector
Financial Services and Tecnology
Minsait Payments, the payment services subsidiary of Minsait (Indra Group), has transformed into Nuek as part of a growth and specialisation strategy that strengthens its autonomy, boosts its capacity for innovation, and cements its positioning as a key partner in the evolution of the payments ecosystem.
This transformation propels the company into a new phase, with a stronger, more specialised proposition and an enhanced ability to make an impact in the market.
Nuek: technology, scalability, and specialisation in payments
At BrandFor, we led the creation of the new brand, as well as its strategy, identity, and role within Minsait’s brand architecture. Today, Nuek operates in over 20 countries across the Americas and Europe, with a team of more than 1,500 highly specialised professionals in the digital payments sector.
`Nuek´, a solid and strong name that evokes what will come in the future, conveying connection, innovation, and technology.
“For the journey” is a strategy built around the theme of partnership, positioning Nuek as a strategic partner for companies seeking advanced solutions in card issuing, payment acceptance, Open Finance, and embedded finance. All of this is underpinned by robust, flexible technology, designed to meet the challenges and demands of the sector.
With a value proposition centred on scalability and adaptability, Nuek enables access to financial and payment services through cutting-edge technology optimised for seamless integrations.
A new brand driving a new way of understanding digital payment and finance infrastructure, leading its evolution and empowering companies to grow efficiently, reduce operational costs, and deliver a smooth, uninterrupted user experience. Its high level of specialisation and technological focus make Nuek a key enabler of the sector’s transformation, connecting organisations with the trends shaping the financial future.
A new brand for a new era
The result is a brand with a solid strategy, a well-defined architecture, and an agile, innovative visual universe, all reflecting Nuek’s ambition to lead the future of the payments ecosystem. This transformation not only redefines the perception of the brand in the market but also lays the foundation for its global growth, reinforcing its commitment to providing the most secure, scalable, and advanced payment infrastructure in the sector.
