Through deep research of use cases and customer feedback, we were able to articulate a brand strategy that reflected where Afterpay 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, we also built out from a simple logo into a full visual identity in the publication of the Afterpay Brand Guidelines. We 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, We have 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.