Pay is a powerful thing
Payscale provides salary data and compensation management resources to people and employers worldwide. However, B2B audiences—the primary revenue driver of Payscale’s business—were not fully leveraging the company’s compensation platform. April Six was challenged with demonstrating how the platform could help organizations gain competitive advantage while addressing urgent issues like pay equity. Having already helped position the brand, April Six was chosen to operationalize the new brand framework, design and develop a market-ready brand identity, and a produce a fresh web experience focused on driving B2B conversions.
The April Six team developed the brand narrative and messaging framework based on Payscale’s new strategic positioning (the Adaptive Compensation Advantage or ACA). Once that messaging framework was established, we reimagined the PayScale brand identity and design components, taking inspiration from circle elements of the previous look-and-feel combined with the strong tone of empowerment from the ACA positioning. The result? An overarching conceptual theme that would serve as the verbal anchor for the brand and its marketing: “Pay is a powerful thing.”
The brand evolution became both the palette and the compass that guided the creation of Payscale’s new B2B-centric web experience. April Six worked to define content hierarchy and prioritized providing B2B audiences measurable value; we purpose-built the interactive experience to educate and drive B2B conversions for PayScale’s suite of solutions. Early post-launch results for the April Six-delivered brand and site speak to the success of those efforts: 94% increase in B2B engagement and 1.5X leads generated. As we enter 2022, April Six continues to build on the “Pay is powerful” theme across new digital, event, and video assets.
Increase in B2B engagement