Till Payments reveals bold new identity to improve brand and customer experience

Tanya Green, Head of Brand & Customer Experience at Till Payments

Payments fintech innovative challenger, Till Payments has successfully unveiled a refreshed brand expression, complete with a new visual and verbal identity for the company. 

Partnering with Sydney-based creative agency, The General Store, the fintech’s evolved branding reflects its mission to simplify and revolutionise payments with all-in-one and customisable solutions that benefit businesses and the end-consumer.  

Till Payments’ refreshed brand strategy

The brand strategy was supported by consultation with internal stakeholders, customers and staff. It includes a bold new positioning statement, “Till. Everything’s Possible.”  

The new brand positioning is reflected in the strong User Interface, with the launch of a new logo, animations and a vibrant, modern and timeless colour palette, featuring three primary hues of orange, lilac and black driving the brand’s rejuvenated visual identity.

Geometric shapes can be crafted together to create limitless narratives and structures, a visual metaphor representing the company’s new positioning of offering endless possibilities. 

A distinct full stop in the logo, symbolises the all-in-one payment experience offered. Till is also set to unveil a revamped website as part of the branding project in the coming months.  

Comments on Till Payments’ rebranding

Tanya Green, Head of Brand & Customer Experience at Till Payments said, “Till has been quietly innovating and disrupting the payments sector for almost ten years.”

“During this time, our focus has been to build incredible value for our customers by offering best-in-class payments solutions that transform convoluted, legacy processes,” 

“With the role that brand experience plays in the customer journey, its the right time to transform our brand into one that is engaging and exudes simplicity and fearlessness.” 

“Our goal is to ensure our customers, partners, and the wider Till family remain at the centre of our mission as we transition into hypergrowth mode and expand our global footprint.”

“And it’s just the beginning. The entire business is laser-focused on delivering simple, seamless innovations for our customers at every touchpoint, and we’re excited to see these projects come to fruition in the coming months.” she continued.  

Matt Newell, Partner and CEO at The General Store expressed optimism.

“Till are leading the way in payments innovation. Our task was to build a brand platform to amplify their leadership position and tell a highly technical story in a customer focused way.”

“It’s a collaborative process across both the strategy and creative phases, and we’re thrilled with the outcome. An exciting few months lies ahead as our teams continue the rollout.” 

International expansion efforts are underway for the challenger who is planning to broaden its reach in New Zealand, the UK, Europe and the US, where it has recently established a local team led by payments veteran, Tom Tucker as Regional Director.