Afterpay Brand Identity

What if a fintech brand looked less like a financial service and more like the culture it exists within? Afterpay partnered with A!CD to redefine its visual identity through the lens of fashion, design and youth culture.

The goal wasn't simply to refresh the brand, it was to create a creative system that felt expressive, culturally relevant and instantly recognisable

From brand identity and visual language to content direction, every touchpoint was designed to move beyond the conventions of fintech.

The result was a bold, contemporary brand world that positioned Afterpay as a lifestyle brand first, and a payment platform second.