Case study

Good things happen when we payroll together

A Rebrand for Aotearoa’s most-generous payroll provider


Thankyou Payroll


Brand Strategy & Design


Studio Acht | Cara Hickey

Dealing with payroll is a more emotional experience than one may think. And for the team at Thankyou Payroll, who provide business outcomes beyond profit - emotions like trust, confidence, and connection - are at the centre of not only how they do payroll, but also how they create impact and foster better business. 

The promise of Better Business means different things to different people. For Thankyou Payroll customers, stakeholders and wider community, its the payroll provider’s strategic commitment; one their new leadership team wanted amplified in a refreshed brand strategy and voice. After meeting with Alick Draper and hearing him describe this vision, we saw wonderful values-alignment. Alongside the possibility of strengthening an already high quality product brand. 

Together we worked on something we could all be proud of - a refreshed brand identity, positioning in the market and key messages. Ideas and artefacts that will be translated into a new product UI, trickle down across every interaction that current and future stakeholders have with the business and build that reputation for what better business means to them.

The project’s biggest win?

How well we worked with the Brand Refresh Working Group. The decision to create such a group came out of budget necessity initially: forming a hands-on group who led part of the Discovery work to keep the depth of strategic thinking and engagement, while also balancing costs. It ended up being a very effective way of working in true partnership.The team at Thankyou Payroll were a responsive and organised client. The Working Group was very knowledgeable and very engaged throughout the project. They provided valuable insights and very thoughtful feedback the whole way through. They provided continuity as we moved through the different stages of the project.

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