We positioned them as ‘The Payroll People’.

To achieve this we refreshed the brand from the inside out, discovered why they did what they did, reflected the unique culture for their employees, and carried this forward into their go-to-market brand campaigns.

Our approach was to talk to numerous employees from sales to support. We uncovered one undeniable truth... their passion and love of ‘all things payroll.’ We used this ‘truth’ and their employees as the key elements within the brand refresh and the campaigns.

We leveraged the wealth of expertise and the personal service SD Worx offered. Positioning them as ‘The Payroll People’ - human, dedicated and knowledgeable, it allowed them to occupy a clear and distinct market position, over and above their competitors, who were all just focussing on software features.

To achieve cut-through and traction, we developed the idea that each employee had an ‘unhealthy obsession with payroll’ and what this meant for the brand internally and externally. As part of our brutally simplistic approach we developed ‘one word’ personalities - Addict, Ninja, Fiend, Guru and Lover etc. These were used in a graphic ‘punk’ take-over style along with bespoke photographs of the actual employees.

We created a strong and focussed new direction. Externally, they were armed with bold campaign materials that stood for something and stood out against the competition. Internally, we united a culture by allowing the employees to pick the type of ‘payroller’ they were, creating a shared identity that was ownable, authentic and had purpose.

What we did.

Research & Immersion
Creative Strategy
Ideation
Brand Positioning
Tone of Voice
Copywriting
Brand World
Photoshoot
Art Direction
Design & Artwork
Online & Offline Campaigns
Internal Launch