A rebranding project for payment infrastructure services for NTT DATA Corporation (NTT DATA), which has a 35-year history of achievement. Amid the acceleration of the cashless movement promoted by the central government, we redefined the value proposition of CAFIS as a pioneer of Japan's future financial settlement system. Under the “Beyond Payments” tagline, we assisted in revamping their logo and creating a statement. This statement promised their role as a powerful partner to facilitate payment in people's lives. For the wide variety of existing services and logos, we established new function processes and organized the system into four categories. Through various contact points, such as external exhibitions and internal orientations, they are expanding their activities to continue evolving beyond payments.