The brief

Pay Assist provides professional payroll services to businesses across the country from its base in Uckfield, East Sussex. The brand was established in the Spring of 2015.

Tomango was appointed to create a brand identity to attract new clients and help existing customers understand the full range of services on offer. The aim was to set the business apart from its competitors and position it as the natural choice for outsourced payroll services.

The client wanted a brand identity that captured their values of being reliable market leaders that are friendly and easy to deal with and provide a personal touch to the way they do business.

The project

Our Creative Director Mike Vine worked closely with Pay Assist’s Head of Marketing, to identify the underlying values and approach that sets Pay Assist apart from its competitors, and started working on some concepts for the brand identity that would capture these unique qualities.

Pay Assist brand


Pay Assist brand

Logo and colour palette

As with many strong brands, the selection of the right typeface was crucial to the success of this project. After much research, Mike settled on Yummo; identifying that all the appropriate elements of the font were in place to fit the brief. Reliable yet friendly; strong but approachable; high quality but affordable.

Pay Assist business card

Business card

Pay Asssist letterhead


Pay Assist brand guidelines

Brand guidelines

The result

The concept was presented to a small team of key stakeholders from Pay Assist. As always with our brand presentations, we walked them through each stage of the process so they could understand the logic behind the idea, and see how the design evolved.

The design was unanimously well received and signed off later that day.

The brand has now been implemented on business stationery and is ready to be used on the company’s website.