Westpac
A payment is not just a financial transaction.
Westpac needed a clear, distinctive identity for OnlinePay that would help businesses understand and trust a new way to accept digital payments.
The category is crowded with technical, security-led visuals that obscure the simple value: connecting a customer and a retailer in a completed exchange.
The identity system visualises this moment of connection. Dynamic forms move, intersect and resolve to represent the flow from intent to transaction. The result is a brand that is meaningful, salient, and differentiated — helping businesses quickly understand how OnlinePay simplifies getting paid online.
People have an expectation of quality that needed to be felt. We needed the solution to clearly define the differing product lines, allowing for easier navigation for the customer and empower them to make better food. Leaving them to feel good about themselves and their family's well-being.
We looked to induce behavioural change by recognising the power of personal recommendation utilising visually driven Pinterest and Instagram platforms to provide increased awareness and social status linking.