Payflex partnered with creative design agency The King James Group on its brand relaunch. Inspired by local agency creativity and international best practices, the new look uses contrasting colours of mauve against navy to make a striking visual impression, leveraging this impact to show up and differentiate the brand in the online space and in-store as well.
This includes a logo that is clean, modern and aspirational, in line with enabling shoppers to get the product they desire while facilitating merchants with a state-of-the-art win-win payment solution.
Kenne Loubser, Head of Marketing at Payflex, said the refresh is a key component of a much broader digital payments strategy focused on creating greater flexibility, ease and security for consumers and businesses. ‘Covid provided us with a valuable opportunity to take a step back and ask what we wanted our brand to stand for and where we needed to take it in order to make that happen.’
Loubser said what started out as a new strategic approach for the brand evolved organically into a brand refresh as a natural byproduct of moving the brand to the next level.
‘The new branding is a bold move that symbolises the Payflex evolution from neophyte start-up to market leader in the BNPL space, and reaffirms the brand’s commitment to changing the shopping experience, making it effortless and fun while empowering people through the internet economy.’
Loubser said the key to the success of the brand refresh was the synergy between Payflex and The King James Group. ‘Their warmth, innovative approach as well as solid understanding of how to take the Payflex brand to the next level meant there was an immediate cultural fit. We felt they understood where we fit into the market and what we want to achieve from a demographic level through our mission of providing shoppers with a debt-free shopping solution.’
Lauren Mitchell, Group Head Art Director at The King James Group, said the project was a real collaboration between creative and innovative thinkers. ‘No idea was too big, no detail was too small to notice and above all, it was a real collaboration between creative and innovative thinkers, and it was a way of working where the results speak for themselves.’
At the same time, Kabelo Lehlongwane, Integrated Strategy Director, The King James Group, said the agency’s goal was to build an authentic brand. ‘Our goal was to encapsulate the joy that shopping can bring for millions of people – especially when done in a way that is sustainable for consumers.’
Loubser said the new positioning reflects the brand’s functional essence: making the world more shoppable by providing an experience that is easier, safer and more fun, with a key focus on a customer centric approach that offers flexibility and reliability to navigate a new and better way of living.
Payflex’s bold visual statement is accompanied by content that shifts the previous functional pay-off line of ‘Pay in 4’ to a pay-off line that provides a holistic experience for both shopper and merchant: This is shopping.
Loubser said this pay-off line signals to shoppers and merchants alike that a new way of shopping has indeed arrived in South Africa.