PlanPay brand launches in market via WhiteGrey
Pay tech business PlanPay has gone to market with its first brand proposition, inclusive of a new purpose and visual identity, created by WPP’s WhiteGrey.
The work is the first to launch since the Afterpay-backed Touch Ventures appointed WhiteGREY as creative and media agency of record for its PlanPay brand.
The new brand strategy centres on the PlanPay’s purpose of creating ‘freedom from financial hangovers’, with WhiteGrey’s remit encapsulating the full development of the brand’s strategy and deign – including logo, associated guidelines and tools, plus masterbrand guidelines, tone of voice and brand architecture guidelines and a full set of templates, including typography and colour palette.
Nomfundo Msomi, head of brand strategy, WhiteGrey, said: “We love PlanPay’s ambitious quest for innovation, so it’s been an exciting time for the team to help launch the brand on its global journey. While PlanPay is fundamentally a payments platform, they’re really in the business of promoting financial freedom for all, and that vision became the centre of the brand proposition, ‘Worth the Wait’. We worked closely with the PlanPay team to define the brand’s purpose, before moving into building out a full brand platform and architecture. It formed the strategic foundation for the brand’s identity system.”
Joe Hill, ECD WhiteGrey Melbourne said: “It’s been a thrill to help equip PlanPay for claiming a space in our minds, as something quite new, and hearts, as a genuine enabler of human experience. The brand system balances the pragmatic and the emotional – bringing order to planning, calm to paying, and framing the joy of what has been paid for. Juxtaposing hard and soft geometry, the mark distils the cadence of using PlanPay, and unpacks into a dynamic language of shapes, while typography and tone of voice balance order with expression, working in synch with other important brand elements to position PlanPay as a desirable, accessible tool for modern living.”
The paytech company has launched initially in the travel sector, with the aim of making travel more accessible by ‘connecting people with places’ through a debt-free payment platform.
Emma Smith, CMO PlanPay said: “Working with WhiteGrey to develop the brand strategy and architecture to launch PlanPay to market has been a seamless and thoroughly enjoyable journey. WhiteGrey’s ways of working, scalable creative thinking, and collaborative approach has cultivated a strong partnership, allowing us to move at pace while developing a strong foundation for our global growth ambitions.”
The new brand identity is effective immediately, and will continue to rollout across all brand touchpoints over the coming months.
Credits
whiteGREY
Lee Simpson, CEO, whiteGREY
Shane Holmes, Managing Partner, whiteGREY
Stephanie Bell, Senior Account Director, whiteGREY
Nomfundo Msomi, Head of Brand Strategy, whiteGREY
Carlotta Chiavazza, Strategist, whiteGREY
Joe Hill, ECD, whiteGREY
Nerida Murphy, Design Director, whiteGREY
Aly Gonzalez, Designer, whiteGREY
PlanPay
Gary Burrows, CEO, PlanPay
Emma Smith, Chief Marketing Officer, PlanPay
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