Unlimint. Ready for tomorrow

Business hates change, yet the ones that survive are ready for it. We built the Unlimint brand on that thought in 2020, when Cardpay, a London-based global payments company, changed its name; since 2023 it is Unlimit. We made the strategy and the “Ready for tomorrow” platform, the identity, the employer brand and the launch film.

Cardpay handled hundreds of payment methods, and only three were cards. It was launching banking services and wanted one ecosystem under one name, so it became Unlimint. The client picked the name; we built the brand to fill it, for fintech start-ups and ordinary online shops alike, in a category where everyone promised the same thing in the same words.

People want tomorrow to look like today. For a business, that comfort is the risk. So Unlimint promises readiness, not payments. The manifesto opens with “Today, doesn’t everything feel a bit weird?” and keeps asking: why gamer kids pay their parents’ mortgage, why meatless meat beats meat, why we pay for clothes that don’t exist. A real entrepreneur finds the upside in all of it. Directed by Roman Kosov with Spot, the film launched with the new name in November 2020.

The sign is a U and an n, one the other turned upside down, so it reads as a refresh icon and spins like a preloader. Acid green and Nekst by Type.Today carry the rest, across a brandbook of more than 100 pages, from UI kit to merch.

In 2023 Unlimint became Unlimit and kept our sign, colour and type. In 2025 it redrew the mark, still a “un” pair on acid green, and its careers page still asks “Who is an Unlimiter?”. Today the company offers more than 1,000 payment methods in over 200 locations.

“From the start we knew Unlimint had to break stereotypes, rethink standard communication and cut through the clutter. We believe this bright manifesto got us there.” — Sergey Denisov, Marketing Director, Unlimint

Everyone in your category says the same thing? Tell us about your task, and we’ll find the question that makes people listen.