Openpay, the UK’s next-generation, interest-free payments solution, worked with the agency on a new visual brand identity to reflect the company’s open and transparent approach to consumer spending. The major rebrand has been introduced across all company platforms, both consumer and corporate facing, including the website, app, customer and merchant portals and social channels. The [...]

Payments solution OpenPay undergoes major rebrand

Openpay, the UK’s next-generation, interest-free payments solution, worked with the agency on a new visual brand identity to reflect the company’s open and transparent approach to consumer spending.

The major rebrand has been introduced across all company platforms, both consumer and corporate facing, including the website, app, customer and merchant portals and social channels. The new brand identity aims to better reflect the company’s mission to change the way people pay for the better.

The major rebrand has been introduced across all company platforms, both consumer and corporate facing, including the website, app, customer and merchant portals and social channels. The new brand identity aims to better reflect the company’s mission to change the way people pay for the better.

The new logo has been created to reflect the brand’s ethos of simplifying payments for consumers and making transactions less intimidating. The bespoke headline font has a round design to further reinforce the message of simplified payments and openness. The three squares that break away represent breaking down payments into manageable pieces whilst the new colour, ‘Aussie Amber’ pays homage to the company’s Australian heritage.

In addition, a range of unique illustrated characters have been designed and integrated across the board. The original tagline, ‘Buy now. Pay smarter’ remains the same however, to provide continuity in relation to Openpay’s overall mission which has not changed.

In addition to the collaborative effort between the UK and Australian teams, Openpay also partnered with British design agency We Launch to bring the vision to life. Through a clear understanding of Openpay’s purpose and the retail and payments sector, a new brand identity has been created that stands out from the crowd and translates smoothly across both the ecommerce and physical retail environments.

Georgina Whalley, CMO of Openpay, said: “This brand refresh is a defining moment for the company. As an innovative business that’s enjoying considerable growth, we knew it was vital that we had a solid, sophisticated brand system in place that could support and scale with our ambitions. And our new brand look and feel gives us that. We now have a toolkit with which to clearly communicate our purpose, personality, and proposition across comms, our website, app and more. Our refreshed brand identity also gives us stand-out; a quality that will help immensely as we continue to raise awareness and recognition of the Openpay brand, as part of our strategy to increase market share.”

Stuart Lang, Founder & Creative Director at We Launch comments: “Openpay came to us because they needed to shape and define a brand that would appeal to a global audience of shoppers and merchants. Their approach to payments is one of transparency, honesty and integrity - so we used all of our experience in Fintech, Retail and Financial Services to realise their vision, whilst creating something totally fresh in the market.

“Every aspect of the visual brand identity was created bespoke for the brand. A striking visual identity was conceived - taking inspiration from Scandinavian and Swiss design principles. The logotype and typeface were crafted under our direction by a leading lettering artist. And a whole suite of unique illustrations was created in-house - all evoking the brand’s savvy, confident and witty tone of voice.”

The new visual brand identity follows Openpay’s recent listing on the Australian Stock Exchange and launch in the UK last year. In light of COVID-19, Openpay will be celebrating the launch virtually across the business.

www.openpay.co.uk

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