Afterpay Brand Guidelines
Creative Direction
Credit:
Agency: Gretel NYC
Producer: Sheena Dembry
ECD: Luke Martin
Over the years our brand evolved into a mess of directions. Change of leadership, outsourced agencies and disjointed projects had pulled our brand in every direction. We'd lost our soul.
The challenge: bring back the attitude and personality in our visual language while keeping our brand core tight and consistent.
We partnered with Gretel in NYC to redefine the feeling of our brand—how we show up, how we speak, what we stand for. The result: solid foundations and a dynamic system that works across everything we do.
Typography
We stripped back the color system to hero our primary color and own a more limited palette. Navy was introduced as a softer alternative to black.
Iconography
Afterpay Youth is our new hero typeface. It's half Bauhaus, half modern - a timeless construction that shares the same foundational DNA as our brand mark and wordmark.
Foundational elements
Graphic texture
Graphic devices that add dynamic range to layouts. They keep focus on primary elements while bringing in details that add value in subtle, intentional ways.
Colour
Photography styles that capture our values; time, freedom, authentic. while positioning us as premium and "In the Know." Also youthful in spirit, not in age.
Iconography is born of the same foundational DNA as our logo mark, the Afterpay ‘loop’. Consistent by design.
Art direction
