Evolving a global fintech brand for U.S. expansion.

After its successful launch in Australia and expansion in the U.K., Opy tasked Media Logic to bring its Buy Now, Pay Later (BNPL) solution to American businesses and consumers.

In addition to language and cultural differences to account for, Opy’s transition to the U.S. market had a bigger challenge: American business and consumers had been slow to adopt BNPL solutions. The Opy launch needed to clearly introduce the fintech’s unique payment model – in a credible, relatable way.

Media Logic started with research among two key audiences: business owners from vertical industries likely to offer Opy (including automotive, medical and home improvement) and consumers likely to utilize Opy to pay for large, often unexpected expenses. We tested everything from value proposition and creative language options to options for visual branding – creating the look, tone and feel of Opy that resonated best.

Media Logic then applied the new brand to a range of lead generation and sales enablement tactics, while providing Opy with an easily-shareable digital standards guide – adding up to a strong brand foundation in a matter of weeks.