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Inside our Rebrand: The Vision and Creativity Behind the New Appcharge

A New Look for a New Era

It’s been a transformative few years for Appcharge. As we’ve helped some of the world’s top grossing mobile games launch direct-to-consumer web stores, we’ve grown too—expanding our platform, processing over $200M a year, and building deeper partnerships with publishers.

Now, as we continue to evolve, we’re thrilled to introduce our refreshed brand identity – a collaborative journey between our in-house creative team and Koto, the renowned design agency that counts the likes of Google, Coinbase and Call of Duty as customers. 

 Here’s a quick look at what’s new:

  • Logo & visuals: The refined logo and dynamic visual elements are designed to embody forward momentum, adaptability, and the empowerment we provide to mobile publishers.
  • Color palette: A diverse and versatile color palette replaces the previous single-color identity. This combination of illuminating hues reflects the energy of gaming and the endless opportunities our platform delivers, symbolizing progression and growth.
  • Design philosophy: The new identity embraces a “liquid brand” approach—adaptable, dynamic, and timeless. It resonates globally while staying responsive to the fast-evolving needs of our partners.

You’ll notice it’s more of an evolution than a reinvention. This approach reflects who we’ve become as a company: still rooted in our mission to empower publishers to reclaim their revenue, but with a more versatile identity that mirrors the innovation and energy of the mobile ecosystem.

Why the Rebrand?

Appcharge has always been about equipping publishers with the tools they need to connect directly with their players. Over time, we’ve grown to serve an increasingly diverse and global audience.

As our platform matures and our impact deepens, we wanted a brand identity that reflects our deep roots in mobile gaming and payments, communicates trust, and resonates with both our partners and the wider industry.

“We’ve evolved so much since designing our original brand & website. It simply didn’t reflect the size and maturity of our platform – this update was long overdue” says Maor Sason, our CEO and co-founder.

“Our goal was to craft a brand that embodies our mission and values while showcasing the cutting-edge solutions we offer to publishers. This new look is a celebration of where we’ve been and a declaration of where we’re headed.”

A Look at the Design Inspiration

The goal was to design an identity that feels innovative and dynamic while staying timeless and versatile. 

“We drew inspiration from the dynamic and vibrant world of mobile gaming but needed to find a balance that also reflects the trust and sophistication of mobile payments,” says Aviram Ben Shushan, Appcharge’s Head of Marketing Design. 

He continues: “Our new color palette embodies this balance—it’s a combination of versatile, illuminating colors that reflect the energy of gaming and the endless opportunities our platform delivers. Moving from a single-color identity to a diverse palette signifies our larger vision and the empowerment we provide to our partners. One color alone can’t tell that story, but together, the palette creates a sense of limitless possibility.” 

The design also embraces what we call a “liquid brand”—one that is adaptable, dynamic, and responsive to the needs of our partners. “This flexibility allows us to stay relevant in a fast-moving industry while empowering publishers to take control of their own player relationships,” adds Shushan.

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What’s Next?

Our new brand identity will roll out across our website, social media, and client-facing interfaces. 

While we’re a B2B platform, our customers rely on us to support their B2C strategies. The new branding reflects that—we provide the technology and expertise publishers need, but ensure their own designs shine when they launch their web stores.

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“Appcharge branding is intentionally absent from our customers’ storefronts because their players’ experience should be fully theirs. Our goal is to empower, not overshadow,” says Shushan. 

Take a moment to explore our new website and see what’s changed—and what hasn’t. Appcharge is still the same company dedicated to helping publishers grow their revenue and build deeper connections with players. We just look sharper doing it. 

We’d love to hear your thoughts—check out the new look and let us know what you think!

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