FutureBrand launches payment revolution branding for New Payments Platform

Several years after first being proposed by the federal government, Futurebrand has unveiled the branding for the unified New Payments Platform which will underpin real-time payments for financial institutions, business and consumers.

The coalition of Australia’s largest financial institutions has been building the technology infrastructure for real-time payments and the project is now moving into the adoption stage with the brand idea “Open for Progress”.

“Brand identity and experience underpinned by simplicity and neutrality – two principles that are grounded in the fact that the platform (and the brand) needs to drive understanding across a range of enterprise users and to enable others’ efforts in creating the future,” the New Payment’s Platform said in a statement.

“We expressed this brand idea with what appears at first glance to be an inconspicuous box, but in fact reveals itself to be a clever system that supports the communication of complex information.”

Richard Curtis, Futurebrand Australia CEO, said there were a complex series of messages which needed to be communicated as part of the project.

“Working so closely with Adrian and the team at the New Payments Platform has helped us build a future brand for the future of payments,” Curtis said.

“Given the complexity of the payments ecosystem and the need for the brand to play a complementary role in this context, this brand is designed to balance identity with utility, function with feeling.”

New Payments Platform CEO Adrian Loveny said the brand had to connect with a wide range of stakeholders.

“FutureBrand worked with the New Payments Platform in a carefully considered way,” Loveny said.

“We’re not a typical organisation, nor is our market offering, but the team at FutureBrand applied a deep level of research and strategic thinking to create a brand identity and narrative that really simplifies the complexity of who we are and what we do.”


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