DailyPay approached Wolff Olins last year to help reposition its brand as the “champion for trust and transparency in the world of money movement”. The technoloy company uses a new financial system that removes restrictions on how people can access and spend their cash, while providing full awareness of and control over their earnings at any time in any place. With this in mind, Wolff Olins created a disruptive brand strategy, identity, and voice to “better tell the distinctive proposition in an impactful way” and “build confidence among modern workers and their workplaces”.
The new identity symbolises how DailyPay is essentially “flipping the system” with an icon depicting the emotional, with a sun on the horizon, and the practical benefits of the service represented by a coin depositing in a bank. “The DailyPay brand vision is bold and their investments in technology have created a product that’s way ahead of the competition,” explains Wolff Olins.
“While payment technologies and the way we work have perpetually evolved, pay has stood still. Twice-monthly or weekly periods are relics of a bygone era, ones that DailyPay challenges head-on by ‘rewriting the invisible rules of money’, making sure your ‘money is always in the right place at the right time’ by giving you access to your pay wages as you earn it. This gives people the financial flexibility to keep up with modern-day demands and expectations, because life doesn’t wait for payday.”
To support the launch of its new look, Wolff Olins created a campaign that invites people to reimagine their financial lives through their DailyPay ‘balance’. “We wanted people to feel that ‘it’s about time’ someone made pay work for life’,” so says the agency. It certainly worked, as less than a month after the campaign’s launch, DailyPay welcomed an 89 percent surge in new user traffic and enjoyed a 30% increase in B2B leads.
“When we committed to building our brand, we knew we would need something strong enough to support where we are today but flexible enough to take us into tomorrow,” says Jeanniey Walden from DailyPay. “The strategic experts and powerful creative leads at Wolff Ollins gave us the confidence and support we were looking for. This work has and continues to make such a difference for us.”