Putting "human" back in HR

CoAd was formed from the merger of two established national brands into a single, integrated HR & payroll provider, with ambitions to compete for a larger share of a growing -- but highly-competitive -- market.

To help accelerate the new company's trajectory, we developed a brand strategy, identity and voice that are starkly different from the "tech-first" approach of the software brands that had been dominating the last cycle of innovation in this category.

Rather than narrowly targeting startup culture with cliches about the importance of employees, the new CoAd speaks directly to people managers at small businesses in language they can relate to, while offering the mix of technology and human expertise they really need.

And rather than pushing plans that are one-size-fits-most, the new CoAd offers truly complete, tailored solutions that are "built for you."