BPay Identity
BACKGROUND
Way back in 2008 BPay were looking to overhaul their identity system to create a robust solution that could feel solid, represent their values and last for years to come.
Role
Head of Design
TEAM
Iva Madderom Thanh Lu
BPay Logo
BPay Logo
BPay all worlds
BPay all worlds
BPay Landscape
BPay Landscape
BPay Product Logo
BPay Product Logo
Bpay Product Logo
Bpay Product Logo
OVERVIEW
We set out to reimagine BPay's iconic B and have it capture the movement the BPAy offering provides. It was designed to feel trustworthy yet fluid. Having the ability to create unique line work from it's form.
The logo had to be incredibly versatile, popping up on bills and transactions in every environment imaginable. Testing this one and future proofing it for all it's sub products was arduous but worthwhile.
INTERNAL VALUES
The identity system was created with an internal component capturing BPAy's values. Values that lay within everything they do. To express this we created a series of illustrated B's to represent each of the core pillars and embedded them in unique ways throughout the BPay workplace experience.
BPay Values
BPay Values
Enterprise & Vitality
Enterprise & Vitality
Collaboration & Trust
Collaboration & Trust
Efficiency & Agility
Efficiency & Agility
RESULTS
On creation BPay's brand value identity system received a number of noms from the Create awards and AGDA. The biggest testament to it's success is the identity system is still in full use today – over 15 years later.
