Bringing the new brand to life is Tappy, an expressive blue hand with a useful knack for handling anything life can throw at someone before payday. His signature tap links the brand idea to the action of using the app to easily access a wage advance.
The new brand identity gives Wagetap a repeatable set of cues across paid and owned channels. Tappy’s gestures, distinctive colour palette, bold typography and quirky tone finds humour in life’s unfortunate and awkward timing.
Developed in collaboration with Awe Studios and 3P Studios, the system is designed to give each new execution a familiar starting point. The aim is for recognition to accumulate as the brand engages with the audience through a variety of channels.
Using an propeitary workflow from video-to-video, we were able to creatively direct our character through real performance.
