Till Payments partners with creative agency The General Store to deliver bold new identity


Payments fintech challenger, Till Payments has today unveiled a refreshed brand expression, complete with a new visual and verbal identity. 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.


The development of the brand strategy was supported by extensive 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 UI, with the launch of a new logo, animations and a vibrant, modern and timeless colour palette, featuring three primary hues – orange, lilac and black – driving the brand’s rejuvenated visual identity. Unique geometric brand shapes accompany the visual identity can be crafted together to create limitless narratives and structures, representing a visual metaphor for the company’s new positioning of offering endless possibilities. A distinct full stop completes the current logo, symbolising the all-in-one payment experience the company offers. Till is also set to unveil a revamped website as part of the branding project in the coming months.

Says Tanya Green, head of brand and CX at Till Payments: “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.

“Recognising the integral role that brand experience plays in the customer journey, we felt it was the right time to transform our brand expression, into one that is engaging and exudes simplicity and fearlessness. Essentially, 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.”

Says Matt Newell, partner and CEO at The General Store: “Till are leading the way in payments innovation. Our task was to build a brand platform that could amplify their leadership position and tell a highly technical story in a customer focussed way. It’s been a deeply 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.”

Till Payments partners with creative agency The General Store to deliver bold new identity