TruPay – one of the Midwest’s fasting growing HR & Payroll service providers – tasked us with brand strategy even though they boast one of the highest client retention rates in an ultra competitive industry.

After a healthy dose of company, competitor, and customer discovery, we identified a position TruPay could own that was completely in line with their company culture, the needs of their targets, and an opportunity in the market. The result was a new brand direction that simply involves telling the TruPay story as, “The Happy Payroll People.”


As a company committed to community outreach, TruPay conceptualized the program “SchoolPay” to help schools with fundraising and advocacy efforts, while providing unique payroll support.

In helping TruPay launch the SchoolPay deliverable, we streamlined our logo development process and quickly turned our attention to the need for additional brand visuals and commercial photography. The result was an award-winning composite image with usage that spanned digital, direct mail, sales brochures, and trade show marketing, and captured the spirit of the program as uniquely supportive of America’s most value resources – our children.


With the overwhelming majority of business service purchases now being prequalified online, it only makes sense for TruPay to give an appropriate amount of attention to the online experience they provide.

It’s also important that they manage the operations of their company in a way that is immediately responsive to customer needs consistent with their service philosophies. This means we’re able to provide value by stepping in to provide website design and management of TruPay web media properties including their corporate website, websites for their outreach programs SchoolPay and CharityPay, as well as various landing pages with lead generation capabilities. What do they all have in common? Intuitive design. Simple navigation. And mutli-device compatibility for a consistent brand experience across desktops, tablets, and mobile phones.


TruPay needed sales support materials for their SchoolPay and CharityPay brands. Visually we needed to show a forward-thinking mindset combined with intriguing illustrations, textures, and color palettes.

Custom illustration is capable of bringing ideas to life. For Schoolpay, illustrating a “formula” for success not only looked cool but engaged the audience. We also used a triangular pattern through the design as an extension from the brand logo. CharityPay required a vibrant look and feel, drawing worldly inspiration and uplifting direction.


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