Payment Sales and Consulting case

How we built a proudly Hungarian brand that brings innovation to the payment and cash register market — turning brand strategy into real sales results.

How we designed an innovative brand that transforms merchant payment solutions.

PSC CEE (Payment & Sales Consulting Central-Eastern Europe) aims to modernize payments and promote cashless commerce in Hungary. The company develops mobile payment and cash register solutions to help merchants go digital and bring them closer to “the technologies of the future.”

PSC’s vision is to create integrated systems that allow merchants to manage their sales data in one place, track their performance from anywhere, and connect all payment tools — from card terminals to cash registers.

To achieve these goals, PSC created the Smart product family — including SmartKassa (touchscreen online cash register), SmartPOS (card payment terminal), SmartSoftPOS (smartphone-based payment acceptance), and SmartPortal (a cloud-based commerce, inventory, and banking management system).
These solutions enable merchants to accept card payments in-store or via smartphone, use online cash registers, and even launch their own webshops — all connected and managed through a single unified portal. Affordable, fast, automated, error-free, and easy to access.

PSC’s challenge was not only technological but also strategic: how to build a coherent brand with a distinctly Hungarian identity that conveys innovation and reliability — and how to support sales through marketing.
The BEMIND team was tasked with designing the brand identity and creating a comprehensive marketing ecosystem — including website development, UX/UI design, SEO, content, and advertising campaigns — to position PSC/Okoskassza as Hungary’s leading provider of digital cash register and payment solutions.

Goals and Challenges

Clarifying the Brand Promise. PSC wanted to emphasize that its Smart systems offer “four solutions in one”: an online cash register with an integrated POS terminal, simplified invoicing and data reporting (to NAV and NTAK), all within one compact device.

Supporting Sales through Marketing. The brand needed to convince merchants that digitalization saves both time and money. PSC’s core values include competitive pricing, a belief that innovation helps customers save costs, simplified contracting with minimal paperwork, and building a customer-focused community that develops useful services for businesses.

Building an Integrated Digital Presence. PSC required a complete digital ecosystem: a corporate website, blog, landing pages, brand identity, publications, portal design, and user interfaces for both SmartKassa and SmartPortal. The website needed to clearly explain that merchants can launch an online store with one click, sign up for a cash register online, and manage their invoices, sales, and accounting within a single cloud-based system.

Increasing Brand Awareness in a Competitive Market. The payment and cash register market is highly crowded. PSC needed to increase brand awareness through SEO, paid advertising (PPC), social media, and PR — while maintaining a professional and trustworthy tone of voice.

Results and impact

Growth in Brand Awareness. The “Okoskassza” name and its distinctive visual identity quickly gained recognition in the Hungarian market. PPC and social media campaigns attracted high-quality visitors to the site, while blog posts and webinars boosted organic reach. Video campaigns educated merchants and delivered outstanding results in lead generation.

Lead Generation and Sales Growth. The website’s clear product pages and well-structured landing pages effectively converted visitors into leads. The sales team reported that potential clients understood PSC’s value proposition even before the first contact, thanks to the educational content. By emphasizing innovation at competitive prices and the simplicity of online contracting, the campaigns successfully shortened the sales cycle.

Market Positioning. PSC successfully positioned itself as a Hungarian innovator in the cash register and payment acceptance market. The communication emphasizing that SmartKassa is a unique Hungarian development — allowing merchants to manage four functions within a single device — proved especially appealing to small and medium-sized businesses.

Ecosystem Expansion. Many merchants opted for the complete Smart portfolio, combining SmartKassa, SmartPOS or SmartSoftPOS, and SmartWebshop solutions. Feedback highlighted the convenience of remotely tracking sales and inventory data, as well as the flexibility to use only the components they need.

Strategy and Implementation.

1. Brand Identity and Positioning.

  • Name Selection and Brand Narrative. We emphasized the Okoskassza concept — a single Hungarian word that conveys both innovation and simplicity. The slogan “four in one strike” refers to the integration of the cash register, POS terminal, simplified invoicing, and mandatory data reporting functions.
  • Visual identity. We designed a modern, technology-inspired logo and a color palette drawn from digital interfaces. The design is easily adaptable for both online and print materials (brochures, exhibition stands, user interfaces). The brand guideline ensures visual consistency across the website, the SmartPortal dashboard, and device interfaces.

2. Website and Content Ecosystem.

  • Corporate Website and Blog. We created a multilingual (Hungarian and English) website with a clear information architecture. The homepage presents the integrated product family and explains that merchants can use SmartKassa, SmartPOS, SmartSoftPOS, SmartWebshop, and SmartPortal solutions together or individually. Each product has its own dedicated landing page highlighting key benefits — such as remote revenue and cash register management, card acceptance via POS terminal or smartphone, and a rentable webshop with built-in online payment processing. The blog covers payment trends and provides guides to support digital transformation.
  • SmartPortal and UI/UX planning. Our team designed not only all brand and landing pages but also the user interfaces for the SmartPortal and the cash register.

3. Marketing and Lead Generation.

  • SearcE ngine Optimisation (SEO). We optimized the content for relevant keywords (such as online cash register, POS terminal, SoftPOS, etc.) and structured the website to ensure that search engines could easily index product information and blog posts.
  • Performance marketing. We built PPC campaigns across Google Ads, Meta Ads, TikTok Ads, and other social media platforms.
  • Content Marketing and Social Media. The social media campaigns showcased the Smart product family and shared customer success stories.
  • PR and Partnerships. We positioned PSC as an expert in cashless payments through press interviews and presentations at industry events. We also developed reseller programs and partner pages to recruit local distributors — aligning with PSC’s mission to build a community around its services.

4. Sales Enablement.

  • Lead Nurturing and Analytics. Through SmartPortal and CRM integration, we gained insights into lead behavior. Our campaigns emphasized the bank-independent service and the simplicity of contracting, addressing common customer concerns.
  • Sales Materials. We created brochures, presentations, and case studies showcasing how merchants can manage their invoicing, sales, and accounting within a single cloud-based system.
  • Education.. We produced training materials and video tutorials for using SmartKassa, ensuring a smooth experience for end users.

Conclusion

PSC’s mission to bring digital payments closer to merchants required much more than hardware and software development — it called for a comprehensive brand and marketing strategy.

By creating a unified Okoskassza brand, developing a multilingual website and blog, optimizing the user experience, launching targeted campaigns, and producing educational content, we helped PSC/Okoskassza stand out in a crowded market and effectively supported sales growth.

The case study demonstrates how a thoughtful marketing approach — built on understanding the client’s core values of innovation, simplicity, affordability, and community — can turn a technological solution into a well-known and trusted brand.