Beforepay changes name and launches very first brand campaign via DesignStudio, The Zoo Republic and iProspect

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Australian fintech Pay On Demand Beforepay has launched its very first brand campaign: “Your payment when you order”.

“Beforepay exists to fill a gap in the market where Australians seek the flexibility and control to access the wages they have earned on their terms. As pioneers in the Pay On Demand category, it’s important that we set the tone for the industry in which we operate and reorganize the way people think about accessing their compensation, ”said Chris Richardson, director of marketing at Beforepay.

The campaign includes a series of bold and ironic television commercials, on and off the radio, which will be rolled out across the country.

TVC features everyday Australians who meet their future selves reminding them that they are in charge, sending the message that they are in control of how they manage their finances. TVC’s hero placement will take place during Channel 7’s broadcast of the Tokyo Olympics, as well as online video formats including catch-up TV and Beforepay’s social media platforms.

Beforepay has also signed various sponsorship and partnership agreements, including with popular comedy duo Hamish & Andy, and Foxtel and Kayo Sports TV channels to expand the reach of its content.

The “Your pay at your command” campaign follows the launch of Beforepay’s new brand strategy and visual identity, calling on Australians to take charge of their own financial realities and define their own financial rhythms. Bold visuals, full of personality, feature a raised “B” logo reflecting the upbeat and uplifting energy of the brand.

“At Beforepay, we are really proud of the growth we have achieved so far. This is a testament to our team’s commitment to developing a deep understanding of our clients and the role we can meaningfully play in helping them manage their day-to-day finances. Our bold rebranding and stimulating campaign will fuel the next stage of Beforepay’s growth and allow us to continue to promote our mission of empowering Australians to take control, ”added Richardson.

Beforepay’s rebranding was led by DesignStudio, and its new branding campaign was conceptualized in partnership with creative agency The Zoo Republic and media agency iProspect.

Credits:

Before payment

Chris Richardson, Director of Marketing

Erica Price, Marketing Manager

Tyler Stewart, Head of Digital Acquisitions

Ramil Rama, Head of Design

Amélie Huet, Senior Visual Designer

Design studio

James Duru, Creative Director, APAC

George Adams, Director of Design

Jared McDowell, lead designer

Collette Duong, designer

Hayley Cumming, designer

David Storey, Partner, APAC

Hatty Middleton, Senior Client Manager

Samantha Page, strategist

Liam Hill, editor

The Republic of Zoos

Edward Nethery, Creative Director

Ian Foulds, Chief Strategy Officer

Edbert Wahjudi, artistic director

Stéphanie Srour, Principal Designer

Andy Dobell-Brown, finished artist

Claire Bezuidenhout, Director of Customer Service

Lucy Tucker, Senior Account Manager

Scott Seymour, Senior Account Manager

Ape Productions

Dylan Harrison, Director

Ben Jones, offline editor

Post-production, White Chocolate

iProspect

Sam Bremner, client partner

Nicola Barnes, Group Investment Director

Tania Virkel, Director of Media Strategy

Farrah Ly, Account Manager

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