Till Payments unveils new brand identity via The General Store

Payments fintech challenger, Till Payments has today unveiled a new visual and verbal brand identity.

Partnering with Sydney-based creative agency, The General Store, the fintech’s evolved branding attempts to simplify payments with all-in-one and customisable solutions that benefit businesses and the end-consumer.

In August 2021, Till Payments appointed The General Store and Dec PR to aid local brand positioning.

The General Store, which recently appointed Reid Nakou as its head of retail and design, is managing market analysis, consumer insights and segmentation, brand strategy and identity, as well as design and a new website build.

Dec PR, who has recently worked with Coca-Cola Australia on its new Fanta campaign, has been focused on growing the Till Payments brand and managing corporate reputation through storytelling and integrated marketing activities.

The development of the brand strategy was supported by extensive consultation with internal stakeholders, customers and staff. It includes a new positioning statement, ‘Till. Everything’s Possible’.

International expansion efforts are also underway for the challenger which is planning to broaden its reach in New Zealand, the UK, Europe and the US, where it has recently established a local team led by Tom Tucker as regional director.

The new brand positioning is reflected in the User Interface, with the launch of a new logo, animations and new colour palette, featuring three primary hues – orange, lilac and black.

Till Payments head of brand and CX, Tanya Green, said: “Till has been quietly innovating and disrupting the payments sector for almost ten years. During this time, our focus has been to build incredible value for our customers by offering best-in-class payments solutions that transform convoluted, legacy processes.”

“Recognising the integral role that brand experience plays in the customer journey, we felt it was the right time to transform our brand expression into one that is engaging and exudes simplicity and fearlessness. Essentially, our goal is to ensure our customers, partners, and the wider Till family remain at the centre of our mission as we transition into hyper growth mode and expand our global footprint. And it’s just the beginning. The entire business is laser-focused on delivering simple, seamless innovations for our customers at every touchpoint, and we’re excited to see these projects come to fruition in the coming months,” Green added.

The General Store CEO, Matt Newell, said: “Till are leading the way in payments innovation. Our task was to build a brand platform that could amplify their leadership position and tell a highly technical story in a customer focussed way. It’s been a deeply collaborative process across both the strategy and creative phases, and we’re thrilled with the outcome. An exciting few months lies ahead as our teams continue the rollout.”


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