Refining brand strategy, brand identity and creating digital marketing campaigns, for Afterpay.

The Project

Australian tech Unicorn and payment disruptor Afterpay were a rocketship when they turned to 33Bondi for support. With our deep technology-based team but creative hearts, we were quickly able to understand the strengths and gaps in brand positioning for a newly minted Unicorn. Afterpay, who have reimagining the way customers pay for goods and services and delivering smooth customer experiences to match that, needed to catch-up with its own business success and develop a consistent and compelling visual identity and voice for the more than 3,000 Australian Millenials signing up a day.

Through deep research of use cases and customer feedback, 33Bondi was able to articulate a strategy that reflected where the brand had found itself and where it placed its future vision. All captured in the Afterpay Brand Book we delivered, this went to inform all stakeholders domestically and globally and included creating the “Love The Way You Pay” tagline.

Beyond finding the right brand positioning to stand out from a cluttered and competitive payments market, 33Bondi also built out from a simple logo into a full visual identity in the publication of the Afterpay Brand Guidelines.

33Bondi went on to create the Afterpay Retail Partners Book, distributed to the +25,000 merchants that included more work from our company, in the design of an entire new suite of in-store collateral.

Once the branding was bedded down, 33Bondi has created and deployed digital marketing campaigns for Afterpay, including their very first in the world, with major retail partners including Smiggle, Big W, Officeworks, Adidas, Hairhouse Warehouse and more.


Brand Book, Brand Guidelines, Brand Positioning, Brand startegy, Digital Marketing, Research and planning, Retail Guidelines, Visual Design,

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