REVITALISING THE BRAND

ADP are the largest Employee Services company in the world, mainly known for their US and European outsourcing operations.

ADP UK wanted to continue to leverage the US brand reputation but needed to refresh its UK image which market research confirmed was often viewed negatively as ‘corporate’, ‘bland’ and ‘dated’ compared to the rest of the UK market players.

To make the UK brand more approachable, elements of ‘personality’ were incorporated into the imagery and language as were graphic devices that gave the company’s image a much more modern and contemporary feel, whilst maintaining its position as part of the financially strong and trustworthy ADP global portfolio.

This coincided with a range of innovative new software and service solutions which were able to leverage the new brand identity and successfully launch themselves with market credibility (see Freedom).

The re-brand acted as a platform that not only improved ADP’s UK reputation but also galvanised the company to move forward and firmly establish itself as the UK market leader for innovative but reliable solutions.