Brand & BusinessDesignPress Release

PlanPay launches new global brand strategy and architecture by agency partner Whitegrey

SYDNEY, AUSTRALIA – PayTech brand PlanPay has unveiled its launch brand strategy including new purpose and proposition that’s backed by a complete visual identity from creative technology agency whiteGREY. This is the first work to market since whiteGREY was appointed as its creative and media agency of record, after a competitive pitch in October of 2022.

The new brand strategy, look, and feel reinforces the pathway to PlanPay’s vision of creating freedom from financial hangovers that the brand stands for, and supports the company’s ambition to become a global leader in the highly competitive fintech marketplace.

WhiteGREY’s remit covered development of PlanPay’s new brand strategy and design – including logo, associated guidelines and tools – plus masterbrand guidelines, tone of voice and brand architecture guidelines and a full set of templates, including typography and color palette.


Nomfundo Msomi, Head of Brand Strategy at whiteGREY, said: “We love PlanPay’s ambitious quest for innovation, so it’s been an exciting time for the team to help launch the brand on its global journey. While PlanPay is fundamentally a payments platform, they’re really in the business of promoting financial freedom for all, and that vision became the centre of the brand proposition, ‘Worth the Wait.’ We worked closely with the PlanPay team to define the brand’s purpose, before moving into building out a full brand platform and architecture. It formed the strategic foundation for the brand’s identity system.”

WhiteGREY Melbourne Executive Creative Director Joe Hill said: “It’s been a thrill to help equip PlanPay for claiming a space in our minds, as something quite new, and hearts, as a genuine enabler of human experience. The brand system balances the pragmatic and the emotional – bringing order to planning, calm to paying, and framing the joy of what has been paid for. Juxtaposing hard and soft geometry, the mark distills the cadence of using PlanPay, and unpacks into a dynamic language of shapes, while typography and tone of voice balance order with expression, working in synch with other important brand elements to position PlanPay as a desirable, accessible tool for modern living.”

Kickstarting it’s entry into the FinTech market, PlanPay is focusing its efforts on the travel sector, unlocking a world of travel experiences by connecting people with places and spaces via a payment platform that offers freedom from the debt trap.

PlanPlay CMO Emma Smith said: “Working with whiteGREY to develop the brand strategy and architecture to launch PlanPay to market has been a seamless and thoroughly enjoyable journey. whiteGREY’s ways of working, scalable creative thinking, and collaborative approach has cultivated a strong partnership, allowing us to move at pace while developing a strong foundation for our global growth ambitions.”

The new PlanPay brand identity and architecture will be launched into market effective immediately, translating across all elements as the rollout continues in the coming months.


Lee Simpson, CEO, whiteGREY
Shane Holmes, Managing Partner, whiteGREY
Stephanie Bell, Senior Account Director, whiteGREY
Nomfundo Msomi, Head of Brand Strategy, whiteGREY
Carlotta Chiavazza, Strategist, whiteGREY
Joe Hill, ECD, whiteGREY
Nerida Murphy, Design Director, whiteGREY
Aly Gonzalez, Designer, whiteGREY

Gary Burrows, CEO, PlanPay
Emma Smith, Chief Marketing Officer, PlanPay

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