MINTY FRESH VIBES THAT STOLE THE SHOW
The stand was designed to bring Afterpay’s brand elements to life in a physical space. The pill-shaped counter served as both a functional platform for the team and convenient on-stand storage.
To complement this, sustainable infinity loop seating was created in collaboration with a cardboard architect. The seating was strong enough for guests to sit and engage, while a mirrored ceiling above reflected the loop shape, creating an interactive and shareable photo opportunity.
By incorporating these thoughtful design features, the stand highlighted the brand’s unique visual identity while offering a functional, engaging, and memorable experience for visitors. Every element was carefully considered to ensure that the space was visually striking, interactive, and true to Afterpay’s innovative and approachable personality.
the client needed
Afterpay is a major player in the finance and banking sector, offering customers the convenience of repaying purchases in four easy, interest-free payments. For their first appearance at a Sydney expo, the client approached Ten Hats to create a custom-built stand that would make a statement. The brief was clear, the stand needed to be visually striking, Instagrammable, and positioned Afterpay as a strong and memorable presence on the expo floor.
Our goal was to design a space that would become the centre of attention, generating buzz and engagement while highlighting the brand’s identity. The stand was crafted to be the main sponsored attraction, ensuring it would stand out, capture attention, and leave a lasting impression on attendees.
Minted in Bondi
Afterpay recently completed a full rebrand, marking an exciting new chapter for the company. A key highlight of this transformation was the collaboration with global colour authority Pantone to develop a custom shade known as Bondi Mint. This unique colour was inspired by the brand’s Australian roots and created to reflect Afterpay’s fresh, modern and approachable identity. The name Bondi Mint pays homage to the founders and the iconic beaches of Bondi, where the company first began its journey.
The rebrand aimed to position Afterpay not only as a leading finance platform but also as a lifestyle friendly brand that resonates with its audience. Every element, from colour to typography and visual assets, was carefully considered to communicate the company’s innovative spirit and approachable personality. Bondi Mint became more than just a colour; it was a symbol of Afterpay’s energy, creativity and connection to its heritage.
This is how we activated
We thought it was important to showcase this rebrand. The Afterpay logo is made up of a few key elements. Firstly, the pill shape that surrounds the outside of the logo. We used this shape to create the pill counter, which served as a platform for the team to speak from and also provided on-stand storage.
The infinity loop is another central element of the Afterpay logo. To highlight this, we engaged a cardboard architect to design sustainable infinity loop seating. Made entirely from cardboard, it was sturdy enough for guests to sit on and engage in conversation. A mirrored ceiling reflected the loop, capturing those Instagrammable moments.
The final element of the Afterpay logo is its signature colour. We dipped the entire stand in a full monochrome of Bondi Mint.
Afterpay recently went through a rebrand, even going as far to team up with colour giants Pantone to create their own custom colour, Bondi Mint. The name was born to play homage to the creators of Afterpay who originated from the beaches of Bondi.
