Bringing power to the payee

Repositioned Beforepay to support its next phase of growth
Crafted a vibrant, engaging world built on the spirit of empowerment and motion
Introduced Billy, a brand icon built to flex across specific moments of the product journey


Australian fintech Beforepay provides financial relief to those who find themselves stretched by life’s unexpected pressures, helping them access their pay on demand through fair and responsible finance .Having been on an explosive growth journey since launching in 2019, the time was right to reposition their brand and product to support their long term ambitions.

Brand Strategy

Looking around the sector, it became clear there was an opportunity to position Beforepay around empowerment, trust and flexibility. Helping you access money you’ve already earned, exactly when you need it. A purposeful brand strategy and framework, centred around the proposition ‘Set Your Rhythm’, charts the course for the new brand. The new strategy clarifies the role they play in consumers' lives, supporting and empowering them to take control of their financial wellbeing.

Brand Expression

Building on this spirit of empowerment and motion, we created a vibrant, engaging world for the brand. From energetic patterns and an uplifting colour palette, to a relatable tone of voice and a bold icon which begs to be pressed. Each element of the brand is designed to reinforce an optimistic but approachable tone, whilst paying attention to the tiny details which matter most.

We pinpointed crucial moments in the app that were struggling to retain and convert users into customers. These insights helped inform the way we brought the brand to life in product, creating clearer communications and more engaging moments within the user journey. We made sure we built tools for the team to meet their consumers where they are, on social and in app. Digital stickers for use in chat and social media help the team add personality and flavour to the smaller and more frequent moments of brand interaction.

To add an unexpected element to the brand, we created Billy. Beforepay’s brand icon that transforms into a playful, emotive character full of motion and interaction. Billy flexes across specific moments of interaction during the product journey, digital and social.

“As the first mover and creators of a new sector, it was important for us to begin focusing on brand affinity and awareness. We sought DesignStudio's help to create a comprehensive brand strategy and identity that was packed with personality and would continue to position Beforepay as a global market leader in the Pay On Demand sector as we embark on our next phase of growth.”

Tarek Ayoub,
Founder, Beforepay

Special thanks



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