Brand Identity for PremierNow
ROLE: Brand Designer
The Ask
As this family-owned business transitioned from Premier Payroll Services to PremierNow, they needed a fresh start to their entire brand identity. What sets this longstanding payroll & HR provider apart is their commitment to friendly customer service, bespoke solutions and reliable expertise.
The goal of this project was to create a contemporary and practical look & feel that captured PremierNow's approachability and professionalism.
While brainstorming different logo concepts, I was inspired by the intricate patterns found in security envelopes - a staple of brick-and-mortar businesses for decades. I began playing with abstract variations of the envelope shape and landed on the final brand icon. This icon became the basis for a custom pattern reminiscent of the envelopes I had been inspired by.
Upon researching other payroll & HR companies, I found many trends and motifs that I wanted to steer clear of with PremierNow's branding. I started by sketching as many ideas as I could think of inspired by the company name itself, the shapes created by the letters, and symbols to represent payroll, human connection and paperwork.
I finally landed on three concepts that each provided a unique way in. After presenting each concept to the client, they fell in love with the envelope concept and I developed it further from there. While each concept could have successfully represented PremierNow, I love how the final brand identity came to life and look forward to seeing it translate to the rest of the company's touchpoints.
