Afterpay
Global Brand Relaunch
Agency / Dashing Group
/ Campaign Creative Strategy
/ Campaign & POS Suite Design
/ Global VM Playbook
Challenge
Launching Afterpay in the US market, while simultaneously reintroducing its refreshed brand identity across Australia and NZ.
Delivery
/ Campaign Creative Strategy
Shoppers operate on impulse, but financial hesitation kills sales. To convert foot traffic, I sold immediate empowerment rather than explaining complex finance. Introducing the brand to the US market, I distilled the sign-up process into a simple mantra. ‘App It, Add It, Tap It’ turned a financial transaction into an intuitive physical ritual.
/ Campaign & POS Suite Design
I directed a comprehensive point of sale suite and visual navigation system built specifically to cut through busy retail environments. Leveraging the new Afterpay assets, I adapted the POS suite for AU/NZ, USA and UK audiences.
/ Global VM Playbook
I developed a modular visual merchandising playbook to ensure consistent global messaging. This framework allowed the campaign to seamlessly adapt to any footprint - from small boutiques to large format stores - unifying the brand voice and empowering a flawless rollout across major international markets.
Stripping friction from the purchase journey was the key to Afterpay’s brand relaunch success. By reframing a financial sign-up as an empowering physical ritual, I replaced shopper hesitation with the joy of immediate ownership.
The visual merchandising playbook enabled a simultaneous rollout across thousands of retailers, ensuring execution speed and clarity without diluting brand equity.
This strategic rollout drove worldwide growth, reinforcing massive transaction volumes in AU and NZ, onboarding millions of active US shoppers, and empowering the brand to penetrate the UK market as Clearpay, unifying the omnichannel experience globally.
Impact
“During our global brand relaunch, Ben played a pivotal role in simplifying a complex financial product into clear, confident action.
What impressed me most was his ability to turn strategy into tangible in-store impact, designing and delivering on global POS suites and VM playbooks at scale.”
Kirsty Ghahramani
Afterpay
Head of In-store/Retail