Rebranding | Website Design | Marketing

project background

Headquartered in San Antonio, Texas, Execupay provides human capital management services and solutions to thousands of companies throughout the United States and Internationally. The company also licenses payroll service software and offers private label partnership opportunities. Driven by technology and innovation, Execupay is the largest privately owned provider of payroll and human capital management software for payroll service companies in the United States.

On the verge of celebrating the company’s 40th anniversary, Execupay launched two major private label partnerships and introduced new offerings for several markets in the same year. With significant growth on the horizon, Execupay looked to update the company’s brand, messaging and web presence.

brand and custom imagery development

Robot updated Execupay’s logo to reflect the company’s human capital management focus and to highlight Execupay’s innovative and technology-centric approach. The rebrand also includes custom imagery and messaging that communicate Execupay’s nimble business model and friendly customer service. Robot’s solution includes warm, approachable photography paired with graphics that suggest forward movement.

website design

Execupay’s growth plans included expansion into new markets, with a focus on establishing new partnerships. To align with these plans, Robot redesigned Execupay’s corporate website to address Execupay’s four target audiences: small businesses, medium-sized businesses, payroll service providers and potential partners. The homepage and custom drop-down navigation guide Execupay’s four customer groups to specific areas of the site, with messaging and offerings tailored to their needs. Prominently featured on every page of the site, lead-capture forms integrate with Execupay’s CRM systems. The responsive, custom WordPress site design displays correctly on any screen size, and a modular content management system allows for flexible and unique page designs throughout the site.

“We wanted a logo that would communicate our vision of bringing cutting-edge enterprise payroll technology to businesses of all sizes. The new logo references our unique human capital management service offerings while also providing a modern look and feel that we think will appeal to an increasingly younger audience.”

Gerald Stowers

online marketing

To enhance Execupay’s web presence and position Execupay as an industry resource for payroll and human capital management, Robot updated the company’s social profiles with the new brand and developed a blogging and social strategy that incorporates targeted, educational content about human resource management, company announcements and customer testimonials. Robot also supported Execupay’s PR efforts, developing press releases for several major company announcements, including: the relocation of the corporate headquarters in conjuction with the company’s 40th anniversary, the launch of a new offering for the financial institution industry and the announcement of a collaboration with Sam’s Club.

partner program materials

Execupay provides partnership opportunities for companies to offer private-label HR and payroll solutions to their small and medium-sized business customers. Execupay works with companies that range from smaller, regional firms to national brands, like Sam’s Club. To support the launch of a collaboration with Sam’s Club, Robot developed cobranded materials, including a website design, messaging points, tradeshow banners, an email drip campaign, printed materials and display advertisements. In order to follow partner branding guidelines while not straying too far from Execupay’s brand, Robot selected imagery that aligned with the goals and audiences of both companies, while keeping designs clean and simple.

tradeshow materials

Execupay attends several large tradeshows each year, targeting a range of audiences, including human resource managers, payroll service providers, business owners and partner employees. Robot developed tradeshow booth graphics with Execupay’s updated brand and messaging to highlight Execupay’s primary differentiators that are relevant to all of Execupay’s customers. Pop-up banners and supporting materials communicate the pain points and service offerings relevant to the specific audience at the show in which they are used.

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