A New Dawn for the Financial Category
DailyPay is a fintech company that brings groundbreaking innovation to the way money moves. With a mission to create a new financial system that works for everyone, DailyPay removes restrictions on how people can access and spend their money while providing full awareness of and control over their earnings at any time in any place.
Our challenge was to reposition DailyPay as the champion for trust and transparency in the world of money movement. We worked together to create a disruptive brand strategy, identity, and voice that better tell their distinctive proposition in an impactful way — building confidence among modern workers and their workplaces.
To launch the new brand, we created a campaign that brings the company’s mission to life. To help retain and attract the best talent for the next phase of growth, we created an Employee Value Proposition that defined the essence of the company and characterizes what makes it so special to work there.
Making Pay Work for Life
DailyPay is 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. Because life doesn’t wait for payday.
The DailyPay brand vision is bold and their investments in technology have created a product that’s way ahead of the competition — we just needed to share that with the world. 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’ and giving people the financial flexibility to keep up with modern-day demands and expectations.
The new identity symbolizes how DailyPay is essentially ‘flipping the system’ with an icon depicting the emotional (sun on the horizon) and practical (coin depositing in a bank) benefits of the service.
It’s About Time
To support the launch, we developed a highly successful go-to-market campaign that invites employees 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.
Less than a month after the campaign’s launch, DailyPay recorded an 89% surge in new-user traffic. The brand has performed successfully with business customers and end users, with a 30% increase in B2B leads and with a lift of consumer enrollment by one basis point. DailyPay has since been included in Fortune’s Best Places to Work.
With the urgency of implementing improved practices since the pandemic, this impact affirms the demand for more disruptive financial platform brands in the market.
“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. The strategic experts and powerful creative leads at Wolff Olins gave us the confidence and support we were looking for. This work has and continues to make such a difference for us.”
— Jeanniey Walden, Chief Innovation & Marketing Officer