Afterpay: Tuning the Afterpay brand to a new generation of financial decision-makers.

Australia’s leading Buy Now Pay Later app, Afterpay, has built a strong foundation with Millennials as its core audience and is now expanding its appeal to connect more broadly with Gen Z and Gen X. The brand needed to evolve from silly and sassy to cool and confident while retaining key signatures like their mark and Bondi Mint to build on existing equity in the market.

To elevate the Afterpay brand we needed to make it more focused and more human. All expression now stems from the freedom customers feel when they are ‘In the Know’ around their money, making Afterpay the smart choice. Sharpening each of the brand ingredients while introducing contrast and compositional variety was key for a brand that shows up across so many surfaces and screens.

Our primary brand typeface is Youth, a friendly geometric sans serif typeface with a set of unique characteristics which mirror the construction of Afterpay’s iconic loop symbol. We worked with All Caps Type Foundry to refine kerning pairs for optimal balance and legibility when set tightly spaced in large-scale settings.

Studio: Gretel
Team: Ryan Moore, Andy Keating, Murad Assaf, Mahek Singh, Kasia Galla, Suyoung Yang, Jacob Hwan Lee, Nicole Wang, John Choi, Alaijah Hampton and Jules Roppo.