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Why Clearpay created its own Pantone colour

  • Post published:October 12, 2022
  • Post category:HOW TO

Geoff Seeley, chief advertising and marketing officer of Clearpay, explains why Pantone created Bondi Mint to hyperlink again to the corporate”s Australian heritage.

As Clearpay celebrates its first anniversary within the UK, 2020 felt like the proper time to unveil a brand new visible identification constant world wide. To create one thing that captures the facility and worth of our platform at a time of unimaginable development for us as a enterprise. Clearpay is a number one purchase now pay later service with monetary wellness at its core, we stand for a greater future – one which powers a sustainable and extra accessible financial system for patrons – so we wished to create a model identification which represents that.

To do that, we collaborated with Pantone to create an unique mint hue that we named Bondi Mint, in recognition of our proud Australian origins – Clearpay was really born out of Bondi in Australia.

Color conveys the power, tone and character of a model so having the ability to precisely and powerfully symbolize the emotion of Clearpay was actually vital. Bondi Mint is actually a brighter color than our earlier palette and displays the traits of our Gen Z and Millennial viewers and the manufacturers and retailers they love procuring with. We imagine we accomplice with the good manufacturers and retailers on earth so to have the ability to mirror their character and their attitudes was vital.

From a business perspective, whereas Clearpay is the pioneer, the ‘purchase now pay later’ class is getting an increasing number of aggressive as new cost choices have gotten obtainable so it was crucial that we gave our model the perfect likelihood of popping on a product show web page or by the checkout move. We wished to be the cost choice the attention is drawn to and with that, comes a recurring and recognisable presence that brings confidence in our service. It’s not simply one other blue-and-black, boring monetary companies firm – we’re probably not a monetary companies firm – we offer monetary services to folks, however the function we play in our clients’ lives goes method past that.

We selected to work with Pantone as it’s such a revered and international organisation, we wished to be good with the rebrand, partnering with consultants like Pantone to assist us and supply steerage made whole sense. We knew that if we gave our model a color with a reputation that’s particularly ours, it will amplify what we’re doing and would add gravitas to the brand new model identification – creating buy-in and satisfaction from our staff and changing into a speaking level to the surface world.

Our purpose is for Clearpay to be seen as a extra artistic, extra design-oriented enterprise as we primarily work with style and sweetness retailers, so it feels important to carry our personal requirements round creativity as excessive as these of the manufacturers that we work with and the shoppers who love these manufacturers. For my part, Clearpay working with Pantone is identical as our clients wanting to buy with MAC.

Along with the color, we’ve additionally unveiled a brand new emblem, which has advanced from our authentic two disconnected triangles, to a steady “loop”, representing the infinite relationship and connection between Clearpay’s shoppers and service provider companions.

With every little thing mixed, we aimed to construct a model identification that showcases a message that appeals to our younger shopper base.

Many manufacturers attempt to gown themselves as one thing they don’t seem to be however for Clearpay, we’re constructing services that mirror our clients and the retailers that we work with, the branding is a mirrored image of that – the dressing of it. To articulate the emotion, the character and the mission of the corporate and present that in a visible and typography type. We’re a service in service of our buyer and our branding is the visible manifestation of that.

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