Every touchpoint saying
something slightly different.
APS Payroll's individual assets were competent and collectively inconsistent. Across web, sales material and campaigns, the company was describing itself slightly differently each time.
The situation,as it arrived.
Payroll and HR software is bought by committees who compare carefully and read a lot of material. Small inconsistencies across touchpoints do not read as variety; they read as a company that has not decided what it is.
None of the individual pieces was wrong, which is what makes this kind of problem persist — there is never an obvious thing to fix.
Four moves,in the order they happened.
Agree the strategic message
One articulation of what the company is and who it is for, settled before any surface is redesigned.
Overhaul the design system
A visual redesign applied as a system rather than page by page, so consistency is structural instead of maintained by vigilance.
Roll it across every touchpoint
Web, sales material and campaign assets brought onto the same message and the same system, which is where the inconsistency was actually being experienced.
Then keep it
Content and paid media produced inside the system, so new material extends it rather than reopening the problem.
Everything thatleft the building.
- Strategic messaging
- Visual redesign as a system
- Website build
- Sales and campaign material
- Content
- Paid media
More like this one.One a month.
Written out of engagements rather than off a content calendar, by whichever principal ran the work. No sequence afterwards.
Your situation is not this one.Tell us what it is.
A senior strategist reads it and replies within one business day, with a straight answer about whether we are the right people.