We’ve got some exciting news to share: Afterpay is getting a fresh look as we join forces with our friends at Cash App. But don’t worry, everything you love about Afterpay is here to stay - continue paying over time at all of your favorite brands.
Brand Creative Lead
What I did: Lead a 5-person team of freelancers, branding agency experts, and production specialists in the rebrand of Afterpay into Cash App Afterpay. Taking an existing successful brand and adapting it into a product feature of another was no small undertaking. The big challenge? Making sure Afterpay still felt like Afterpay while becoming part of Cash App's ecosystem. In lock-step with an entire product redesign, social shake-up, and sales repositioning, each team brought their expertise together to create a cohesive ecosystem that could flex into either world. My team touched everything from marketing within the Aftperys app to merchant resourcing materials, creating a unified experience that worked across both B2B and B2C channels.
Step 1 - Brand Guide
As a product of Cash App, our goal was to merge into their existing visual identity while still retaining our core value to the Afterpay consumer. The system included a streamlined color pallet, new typeface, updated 2D illustrations, and logo that works harmoniously with the existing Cash App operating system. Work was developed in partnership with branding agency, Gretel NY.
Step 2 - B2B marketing
Transforming Afterpay’s merchant-facing ecosystem was next, recognizing that their success directly impacts Afterpays. Our goal was threefold: equip merchants with the tools to guide their customers successfully through our transition, provide robust support resources for our merchant partners, and ultimately help drive their business growth.
Step 3 - B2C Marketing
The B2C rebrand required a focus of how the consumers would experience the newly integrated brand. The challenge was maintaining the trust and familiarity that Afterpay users had come to rely on while introducing them to the Cash App ecosystem and its benefits. The project touched all aspects of the customer journey to ensure a concise shopping experience—essentially ensuring nothing changed but the name.
