Afterpay

Brand Narrative

Image showing the Afterpay logo cut out of several pieces of mint colored heavy weight paper. The layers are stacked with about a quarter inch between them creating shadow and depth in the logo.
Challenge

Afterpay needed visually ownable, elevated, and connected points of view to solidify the brand within the fashionable spaces of Millenials and Gen Z, so Afterpay tasked YummyColours to create a brand perspective that both lives within the company and consistently translates across each of its global markets.

Solution

YummyColours created an all-encompassing global language for the leading fintech brand Afterpay deepening its visual identity with a new logo, signature color, and an extensive system for expression across physical and digital platforms. Afterpay’s new identity was developed as a resolute evolution of the brand and its services to unite the messaging across multiple regions and demographics. YummyColours reimagined the two arrows prominent in the original logo design into a linked, continuous form that evokes balance and interconnectedness. The resulting logo represents how the relationships between Afterpay, their partner merchants and customers are continually strengthened each time they interact with one another.

Side by side image showing the old and the new Afterpay logo. The font has changed and the two open triangles that before were next to each other are not linked together as a storytelling element of Afterpay being linked to merchants and customers. The new logo is shown in all black on the Bondi mint background.
Illustrations showing step by step sketches of how the triangles of the Afterpay logo were turned to the new full link of the two.
Unmute

Afterpay’s new identity is an evolution of the brand and its services. The new mark embodies the brand’s values and retains the balance of the previous symbol, combining the existing two triangles into a new, continuous shape. The interconnected brand mark expresses how Afterpay acts as a link between the company, merchants, and customers. This loop represents the way the relationship among all parties is continually strengthened each time they interact with one another.

Photo showing a person in running gear running in front of a red wall on a gray concrete ground. The new bondi mint Afterpay logo is shown oversized wrapping the runner from top to bottom.
Unmute
Image showing the Afterpay logo inside different sized buttons for the website and app. Some are black on white, some white on black and some in mint and black.
Unmute
Unmute
Image showing a mock up of a digital advertising screen in the street showing the Afterpay logo repeated in black on the Bondi mint ground.
Image showing mockups of a black tote bag with the mint Afterpay logo on it and mint water bottle with the black Afterpay logo printed on it.
Image filled with side by side slides of what the Afterpay visual identity looks like - as out of home advertisement, as web elements, the color palette, what a credit card would look like, etc.
Image showing a black hoodie with the Afterpay logo in mint printed on the front.
Image showing the Afterpay credit card front and back. The front is black with the Bondi mint wave across it in oversized and the Afterpay logo also in mint. The back is Bondi mint showing the Afterpay logo in black.
Spread showing all of the icons for the Afterpay website, app, and presentations. They are all in black outline, filled with white. Simple and straight lines have curved endings. On the top left corner there is an animation showing a slideshow of a selection of the icons in a larger size.
Closeup image of a person smiling while holding their face in their hands. Their nails are painted with black polish, they have a tattoo on their right wrist and they have a silver nose-ring. They are wearing a black tank top and across the image it says in white GO AFTER IT and in the bottom right corner there is the Afterpay logo in white.
Close up image showing person looking in camera. They are wearing a dark teal short sleeved shirt, silver earrings and in the background there are buildings of what looks like a cityscape. Across the image it says GO AFTER IT and in the bottom right corner there is a Bondi mint pill saying Afterpay inside in black.
Image showing a person riding a motorcycle on the beach. They look very delighted and is steering with only the right hand while the left arm is floating out in the air. They are wearing sunglasses, a white teeshirt, gray shorts and have bare feet. The motorcycle looks vintage, the sand looks wet and flat, and the sea behind them is out of focus. Across the image it says GO AFTER IT and in the bottom right corner there is Afterpay logo in white.

The launch of Afterpay’s new identity comes at a time when consumers are moving away from paying with expensive credit cards and loans - preferring instead to use their own money to pay over time. “Afterpay enables financial freedom and responsible spending, offering solutions to consumers who want flexibility with payments now more than ever. The collaborative work YC did around the brand's visual representation and tone of voice weaves in core financial wellness and human-centered narratives into merchandising, content, and other means of brand expression.

— Geoff Seeley
Global CMO Afterpay
Image showing a person wearing a Bondi mint teeshirt with the Afterpay logo in black printed on the front. Next to them are two mobile mock ups showing layouts using the Bondi mint color an the Afterpay logo.
Image showing mock ups of the new Afterpay newsletter. It shows the call to action buttons changing colors according to the content they belong to and at the bottom of the newsletter there is a Bondi mint arch with the Afterpay logo inside.

YummyColours used this unique opportunity to design a custom new signature color for Afterpay in collaboration with Pantone: Afterpay Bondi Mint.

Image showing three oversized Bondi Mint Pantone chips, each with a dimensional all mint prop in the space where the flat color usually is. The first one has mint sand, a mini mint surfboard saying Afterpay, a mini mint towel, and a mini mint umbrella. The second one has waves cut out of paper aligned next to each other, and the third one is filled with Bondi mint colored mint plants.

“Color is one of the easiest and most effective ways to highlight to a consumer the unique qualities and promise behind the brand because the brand color is the most tangible representation of who they are. Bondi Mint boldly anchors Afterpay’s visual language, rooting it in forward-thinking Australian culture with human connection at the core.”

— Laurie Pressman
VP at Pantone Color Institute
Animation showing all the Afterpay competitors and their brand colors.
Image showing the Afterpay brand colors in a wheel showing how much each color should be used by how many degrees of the circle they occupy. So for example, the Bondi mint and white takes up the most space, black is third, and all the other colors each take up about 5 degrees each.
Image showing Afterpay's secondary color palette. There are five groups; orange/yellows, greens, blues, purples, reds. Each group range from deep/dark to light/pastel.
Animation showing the letters in the afterpay logo scrambling and then reorganizing.
Animation showing an oversized Pantone chip saying Afterpay Bondi Mint with paper-waves coming and going.
Image showing a page on the London Fashion Week website featuring the Bondi mint fashion image.
Image showing the 3D logo of Afterpay in Bondi mint, tiled on a Bondi mint seamless.
Animation shows overlapping mint green paper-cut-out highways on a mint green background. There are small white pill-shaped "cars" moving around on them to look like traffic. In the center is a street in the shape of the Afterpay logo.
Image showing various products in the Bondi mint color floating in the air. There is a pair of shoes, a water bottle, a handbag, a notebook, a pair of sunglasses, lipstick, lotion. In the middle is a 3D model of the Afterpay logo.
Image showing a hand watering four plants. Everything is Bondi mint colored and the text says TAKE IT HOME TODAY. PAY IT IN 4.
Image showing four hour glasses and the text saying TAKE IT HOME TODAY. PAY IT IN 4.

A simple grid system was developed for print, OOH, and digital ads. For consistency across the variety of formats and proportions, branding is applied on a solid Afterpay Bondi Mint background, while messaging live on a solid secondary colour block. A secondary colour is carefully selected to compliment the photography the ad features. The grid span with two or three equal sections: messaging on secondary colour block, an image, and Afterpay branding on Bondi Mint. Vertical ads are image-focused where messaging is applied to the left side of the layout and branding appears on the right. Digital ads are divided into two sections—photo and messaging plus branding on Bondi Mint.

Unmute
Image showing multiple of the Afterpay billboard mock ups aligned next to each other. It alternates between the Afterpay logo in black on the Bondi mint ground, photos of people out and about having fun, and the Afterpay tagline written on different colors from the brands color palette.
Image showing the interior of the Afterpay expo booth. Everything is Bondi Mint and there is an oversized logo pill which is backlit. In the back is a mint table and two mint stools. On top of the table are black pamphlets describing Afterpay.
Image showing one of the two arched entrances to the Afterpay Bondi Mint expo booth. Looking through the entrance we can see a tall mint desk with two mint stools in front of it. On top of the desk are black pamphlets explaining Afterpay.
Image showing the ceiling of the Afterpay Bondi Mint expo booth. There is an oversized mirror version of the logo reflecting the mint booth and behind the mirror logo there is the black ceiling of the expo hall with spot lights looking like stars.
Credits
Client:

Afterpay ↗

Creative Direction:

Connie Lui, Diego Marini

Design:

Isabel Lea, Rachel Gingrich, Katie Osborne, Bridget Pavlick

PM:

Krystal Greven

Strategy:

Alyssa Benjamin, Christine Wennekamp

Research:

LBR Insight

Copywriting:

Peter Rhoads, Emily Pellerin, Sarah Robb

Animations:

Helen Slavutsky, Friction FX, Aaron McGuire

Musical Composition:

Chiara Luzzana

Afterpay Bondi Mint Content
Creative Direction:

Denize Maaløe, Diego Marini

Photography:

Aaron Bernstein ↗

Afterpay Bondi Mint Expo Stand
Installation:

Ten Hats Agency (Concept, Design, Execution)

Photography:

Francesca Bandiera, Artur Dias

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