Rebrand Case Study | Thames Technology

Thames Technology



Founded in 1994 as a manufacturer of gift, loyalty and membership cards, Thames Card Technology had a brand name that described what it had historically offered to customers, but this was a company that had evolved to do more than just make cards. From manufacturing payment cards to processing data, personalising and helping launch card programmes, they needed a new and modern brand identity to support their rapid expansion and leadership of the rapidly evolving Fintech sector.


Sometimes the best strategies are the simplest ones. In 2018, ArmstrongB2B® helped launch the new brand, Thames Technology – a simple name change, but one that now accurately covered every aspect of their business. The new identity represented a fresh start, showing how they can add value for their customers. And demonstrated the modernisation of their business. But above all, it helped communicate that Thames are far more than just a plastic card producer.


With the name in place, we began rolling out the collateral. First a new logo. Then brochures, business cards and stationery. New signage, new uniforms and, perhaps most importantly, a new website. Here we split Thames’ product offering into four main and easy-to-navigate through sectors: Payment, Loyalty, Gift and Commercial.


Since its highly effective rebrand, Thames Technology has grown in both size and stature, now producing more than 250 million cards a year, for customers in over 60 countries. The new brand brought Thames to the attention of global smart card company Paragon ID, and in November 2019 was successfully acquired by the Paragon Group to increase its worldwide reach. Working with Thames Technology and its new owners, ArmstrongB2B® managed the internal/external communication strategies and dual-branding for the acquisition – leading to a seamless takeover.