SurePay   Print Advertising, E-mail, Sales Collateral How do you build instant credibility for a start up with no recognition — one that provides for secure transactions? SurePay had no image, no reputation and no trust factor. And this was during peak of the Internet frenzy, when flash-in-the-pan organizations were common. A partnership of First Data, Boston Consulting and Goldman Sachs, SurePay was different. Create a provocative introductory announcement ad “branding” SurePay with one of the world’s most trusted symbols: the angel. A perfect example of how design is a manifestation of the thinking behind it. Establish SurePay and as savior for B2B payments, providing instant credibility. Iconic, the ads stood out in the crowd. They contributed to setting SurePay apart and enabled them to structure several partnerships with e-commerce leaders (IBM, Citibank and Verisign).