The challenge
There was a disconnect between Openpay and its customers. The Australian fintech company needed to rebrand and remarket itself in a way that felt more human and relatable.
The solution
Working with Openpay’s Research and Insight team, we discovered that many Aussies delay tasks on their to-do lists, like car services and dentist appointments, because of the expense. It was up to us to show them that Openpay is here for everyday life by helping to pay for those big-ticket items.
Our proposition was ‘Buy now. Pay smarter’. Moving away from ‘pay later’, we wanted to demonstrate to customers that Openpay is here to encourage smarter spending.
The brand update included a new tone of voice and visual identity. We created comprehensive brand guidelines, a website, app, and external marketing materials. All of which articulated our revised brand proposition.
