We’ve got some exciting news to share: Afterpay is getting a fresh look as we join forces with our friends at Cash App. But don’t worry, everything you love about Afterpay is here to stay - continue paying over time at all of your favorite brands.
Brand Creative Lead
Twenty million users knew Afterpay. They trusted it, used it, and had opinions about it. The job was to fold that brand into Cash App's ecosystem — without breaking that trust — while simultaneously aligning merchants, redesigning the product, and repositioning across B2B and B2C channels globally. We had four months.
I led a cross-functional team of freelancers, branding agency experts, and production specialists as Creative Lead. Working in lock-step with product, social, and sales teams, my team owned every customer-facing touchpoint — from the Afterpay app itself to merchant resources to campaign creative — ensuring the transition felt seamless, not disruptive.
The goal wasn't just a rebrand. It was a trust transfer.
Building a system that could live in two worlds
Afterpay had its own visual DNA. Cash App had its own. Our job was to create something that felt native to both — not a compromise, but a genuine convergence. Working with branding agency Gretel NY, we developed a streamlined color palette, new typeface, updated illustration system, and a logo that works harmoniously inside Cash App's operating system without losing what made Afterpay recognizable.
If merchants didn't trust the transition, consumers never would
Merchants were the hinge. Their confidence in the rebrand would directly determine how smoothly millions of shoppers experienced it. We gave them three things: the tools to guide their customers through the change, robust support resources to handle the transition, and a clear story about why this was good for their business — not just ours.
Making change feel like nothing changed
For consumers, the best rebrand is one they barely notice. Our job was to introduce the Cash App ecosystem while preserving every familiar signal Afterpay users relied on — the tone, the trust, the simplicity. We touched every stage of the customer journey to make sure the only thing that changed was the name.
Let’s talk holiday
While holiday shopping is often reckless, irresponsible and chaotic, Afterpay gives you and your finances a gift: a break* from it all.
*A kind of “holiday” if you will...
The Gift of Afterpay
The holidays are all about gifts.
Although, getting holiday gifts can take quite a lot of thought, energy, and in this economy – money. Next thing you know, your new year’s resolution is “discovering financial wellness” instead of finally going to therapy...
During a season of stressful spending, Afterpay gives you some of the greatest gifts of all: time, flexibility, and confidence.
So, this year’s Black Friday deals won’t internally destroy you and neither will a last-minute gift for your last-minute cousin who decided to make a last-minute trip home after all.
Get all the gifts you need now and pay for it over time.
Afterpay, the gift that keeps you gifting
