Good for Australia

Launched in 1984, eftpos is a digital payments provider and one of Australia’s earliest fintech success stories. But with the rise of tap and go and international competition by credit card providers, the brand had lost its edge in the early 2000s.

In 2020 Hulsbosch was commissioned to reinvigorate the brand around a new brand essence ‘Good for Australia’. As part of the brand’s transformation journey, eftpos worked with Hulsbosch to be positioned beyond its traditional POS offer, at the centre of the digital payments eco-system and appeal to a much younger, digitally native audience. A key part of this transformation journey was to re-imagine eftpos’ logo and general visual identity system to be able to stand out in competitive point of sale and digital checkout environments, dominated by iconic brands such as Mastercard and Visa.