At the heart of business

Solution

Leading with knowledge, education and advocacy

Building an employee lead brand from the inside out, we developed a comprehensive brand strategy that elevated not just the Payroll Association, but the entire payroll industry. Based on our in-depth discovery, stakeholder sessions and member research, we transformed the Canadian Payroll Association to the National Payroll Institute with the inspiring brand positioning, At the Heart of Business. Leveraging the new brand strategy, we created a National Brand Activation program to launch the new NPI brand across the country via member events, communications and social connection. The transformation roll-out engaged employees, stakeholder partners, Members and the broader Canadian business community with an integrated "At the Heart of Business" campaign that drove strong brand awareness and new member activation.