Air­time

Recharg­ing Airtime’s relevance

  • Brand Strategy
  • Proposition
  • Naming
  • Visual identity
  • Verbal identity
  • Brand guidelines
  • Brand launch

Air­time had ambi­tion, but the brand was hold­ing it back.

Known as a mon­ey-off-your-mobile app, it sat in a crowd­ed space of low-val­ue loy­al­ty schemes. Growth had stalled. The busi­ness had moved on – the brand hadn’t.

Air­time wasn’t just a rewards prod­uct. It sat between mobile lifestyle, fin­tech, and every­day val­ue. But the brand framed it as cash­back – lim­it­ing its potential.

We repo­si­tioned Air­time from func­tion­al util­i­ty to every­day val­ue. From ​“mon­ey off” to con­nec­tiv­i­ty cred­it – a more mean­ing­ful, flex­i­ble, and scal­able idea. 

Drop­ping ​“Rewards” from the name sig­nalled that shift.

LIFE ON THE UPSIDE

A sim­ple idea that reframed the expe­ri­ence – turn­ing small, trans­ac­tion­al gains into some­thing more imme­di­ate, human, and rewarding.

It was a shift that changed behaviour.

The brand moved from a fru­gal hack to an every­day enabler – increas­ing engage­ment, reduc­ing drop-off, and reac­ti­vat­ing users.

A SYS­TEM BUILT FOR ENER­GY AND USE

We cre­at­ed a visu­al and ver­bal sys­tem that blends fin­tech, mobile cul­ture, and every­day moments.

Dis­tinc­tive enough to stand out.
Sim­ple enough to use consistently.

TURN­ING BUYS INTO HIGHS

We cre­at­ed a bespoke type­face designed to express ener­gy and uplift – mak­ing every­day inter­ac­tions feel more rewarding.

FROM INSTRUC­TION TO MOMENTUM

We shift­ed lan­guage from trans­ac­tion­al to expressive.

Not ​“earn cash­back” –
​“boost your buy­ing power”.

BUILT AROUND HOW PEO­PLE ACTU­AL­LY COMMUNICATE

We used mobile-native behav­iours and expres­sion to make the expe­ri­ence feel instant, famil­iar, and human.

“The new brand breathes life into the dig­i­tal rewards space and estab­lish­es us as the mar­ket leaders.”

Josh Graham, Co-founder & CMO, Airtime

CON­NECT­ING WITH THE MOBILE GENERATION

Visu­als cel­e­brat­ed the mobile gen­er­a­tion in an empow­er­ing, aspi­ra­tional way. 

BOOST­ING BUY­ING POWER

Every­day wins were cap­tured with a sense of effort­less heroism.

WEL­COME TO THE UPSIDE

We cre­at­ed a design sys­tem that inher­ent­ly felt uplift­ing and enhanced every­day moments.

“We want­ed a design sys­tem that felt inher­ent­ly joy­ful, turn­ing the ordi­nary into extraordinary.”

Grant Willis, Creative Director & Founder, ODA

Impact

  • +10% increase in average app session time

  • +50% increase in email open rates

  • +21% increase in monthly active members

  • 100k members reactivated

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