Wagetap is set to be rebrand in October via Supersolid, with the simple ambition at the heart of its marketing: Every impression should leave a memory.
For businesses built on performance marketing, the pressure to deliver the next response can crowd out another important job: giving people a reason to recognise and choose the brand next time. When competitors look, sound and promise much the same thing, even attention that’s been paid for can be difficult to make your own.
For Wagetap, that meant making its difference easier to grasp in a crowded fintech category. Similar names and functional promises created a challenge that more exposure alone couldn’t be relied on to solve.
The opportunity was already sitting in its name: “tap.”
The new platform, ‘Tap into your wage,’ brings the differentiating word of tap to the front, connecting Wagetap’s name to a clear action and a human benefit of helping people reach for the things that fall just short of payday.
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.
“We needed to ensure Wagetap stands out immediately and stays top of mind when customers decide. Supersolid uncovered a compelling angle right inside our name, pairing it with a genuine everyday value. Through Tappy, we now possess an impactful foundation designed for long-term growth that can help even more Australians ‘Tap into your wage’,” said Mitchell Stevens, CEO of Wagetap.
“Brands need a balanced diet, just like people. Performance marketing is like sugar: a quick hit can be useful, and the temptation to keep reaching for it is understandable. But you can’t expect healthy growth on sugar alone. Too much brand marketing without enough activity to turn that recognition into customers isn’t a balanced diet either,” said Alex Newman, co-founder of Supersolid.
“With Wagetap, we wanted every impression to do something useful today and leave something valuable for tomorrow. Put ‘tap’ at the centre, give it a human benefit and a character people can recognise, then keep building that memory.
“Brand marketing is highly valuable work, but it doesn’t need to be an always-on agency service. With the platform, creative assets and guidelines established, Wagetap has the tools and skills to keep rolling it out for years to come. Every execution can add to the same bank of brand memories.
“That’s why Supersolid is deliberately anti-retainer. We help businesses make a defining shift, then equip their teams and partners to keep building on it. You don’t need us every day, but you will need us someday.”
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.
“Tappy is how we’ve made Wagetap’s brand promise tangible. A hand is a rare symbol in that it’s completely universally understood: it taps, reaches, grabs, helps and handles. That gives us a really simple and powerful creative system for talking about wages and payday without sounding like any other finance app,” added Jonathon Shannon, co-founder of Supersolid.
“Tappy can stop the scroll for a single message in-feed, carry an entire campaign, or bring some surprise and delight to a typical app interaction; he’s flexible enough to be on hand absolutely wherever and whenever Wagetap wants to show up. Tappy is more than a mascot; he gives Wagetap a distinctive brand asset people can quickly grasp but remember forever.”
Supersolid was appointed following a competitive pitch managed by independent media agency Fourteen10.
“This is independent agencies doing what they do best: bringing different strengths to the same client problem. We brought the media perspective, Supersolid brought the brand and creative thinking, and together we gave Wagetap a platform designed to make both work harder,” said Cameron Roberts, co-founder of Fourteen10.
The rebrand goes live in October of 2026, with an invitation to tap today and a character designed to be remembered tomorrow.
Credits
Client: Wagetap
Brand strategy and creative: Supersolid
Brand design: Awe Studios
Character and motion: 3P Studios
Client pitch procurement / media agency: Fourteen10
