Meet Magic – the newest online checkout experience from the team behind Scalapay; the Italian buy-now-pay-later provider.

The Magic team noticed that there was a serious problem with the way people buy online. The discovery bit – finding those new shoes or that must-have new service – feels exciting but the checkout bit, the moment where we actually commit to purchase is boring and, at times, downright frustrating. It’s not surprising then that only three in 100 shoppers convert. The team was keen to add a bit of excitement to the checkout process.

We partnered with Magic right from early product concept to develop an imagination packed brand narrative and an appropriately magical visual identity which would enable the brand to grab attention in a crowded market and attract both merchants and end users.

The Magic checkout experience brings some serious sparkle to the most important part of the shopper’s online journey; exciting and delighting by surprising them with moments of joy at the point of checkout.

With shareable animation and rewards, Magic shoppers leave merchants with a smile. Rewards can be kept or donated to a good cause, meaning that customers can be altruistic while shopping. Using customer knowledge and the brand positioning it became clear that, given the chance, we all want to spread a little magic of our own, and the meaningful act of being able to give something back is a real incentive for shoppers.

Magic’s logo includes a spark symbol – reflecting that little something extra that makes you feel excited when you see a magic trick…or…when you get rewarded just for shopping! Sparks are used throughout the brand identity to highlight important messages and add a bit of pizazz. This is also captured in the sleek and slightly surreal pink and green gradient which is a constant feature of the brand’s visual presence.

The brand centres strongly on bespoke illustrations. This is a key part of the Magic checkout, and the brand celebrates and champions the most diverse and creative illustrators in the world as well as showcasing its own unique style of illustration.

In addition, we created a messaging framework for both merchants and customers as well as creating social media, website and merchandise guidelines for the brand.

Magic will become famous for powering up purchasing. For merchants, this will mean amplifying their brand experience and improving conversion rates. For customers, Magic will surprise, delight, and give them the power to do good.

When conducting A/B testing, we found a 20% increase in conversion on merchants sites at the point of checkout, in the first few months after launch.