The Challenge
For 16 years, the original SurePayroll brand identity served the company successfully, but by 2016, it faced significant visual fatigue and lacked modernization. Corporate leadership was initially resistant to a rebrand, citing concerns over risking established brand equity with a drastic visual shift. The core challenge was overcome by demonstrating how an evolved identity could preserve brand loyalty while elevating market relevance.
My Role
To overcome this core challenge I would need to demonstrate how an evolved identity could preserve brand loyalty while elevating market relevance. To this end, I spearheaded the comprehensive visual strategy and design execution for the new identity. I developed a visual narrative and presented high-fidelity brand concepts that proved the business case for modernization. By demonstrating a seamless balance between heritage and innovation, I successfully secured unanimous stakeholder alignment to greenlight and execute the company-wide visual transformation.
Deliverables
A modernized, high-performance brand identity system that successfully rolled out across all corporate touchpoints. This flexible visual ecosystem seamlessly scaled across the core marketing website, multi-channel ad campaigns, the digital payroll software product UI, print collateral, and large-scale trade show environmental signage.
Comprehensive Brand Guide
Marketing Website Redesign
Email Campaigns & Social Media
Trifold Marketing Brochure
