Life doesn't wait for payday. And neither should we. Bimonthly paydays are relics of a bygone era. No longer sufficient for the demands of modern life, they leave employees in precarious financial positions without a safety net should they run short. DailyPay is on a mission to fix this.

DailyPay is a visionary payment company innovating the way money moves. Their platform gives employees financial freedom through an app that allows them to unlock wages as they earn them while providing awareness and control of their savings. Any time, any place. At the same time, their enterprise service cuts through HR payroll bureaucracy to increase employee retention and build stronger workforces.

In a category full of transactional brands often mistaken for payday lenders, our challenge was to brand DailyPay as a champion of trust and transparency with an identity that resonates with both their audiences.

The idea that people have to wait to access their earnings is just one of many wildly unfair ‘invisible rules’ of money that society has been forced to accept.

DailyPay is determined to challenge these injustices and create a new financial system that works for everyone. This thought inspired a new brand mission that served as the foundation for the identity — ‘Rewriting the invisible rules of money.’

The creative idea of DailyPay ‘flipping the system’ — and building an entirely new one — is brought to life with a symbol that depicts both the emotional value of the service, with a sun rising over the horizon, and its practical value with a coin depositing in a bank. The two sides of the coin represent both employees and employers and how both build a better system together.

We created a disruptive brand strategy, identity, and voice to deliver DailyPay’s proposition with impact and build confidence among modern workers and workplaces.

To reflect their vision for a new financial system, we differentiated DailyPay from the tropes of the financial technology category with a bespoke serif logotype and optimistic Dawn Orange.

The symbol is the foundation for the design system, punctuating brand messages and establishing DailyPay as a verb in employees’ lives. The shapes in our custom typeface Horizon are derived from the symbol, with circular ball terminals and linear serifs that create a ‘horizon’ at its baseline. Designed for the digital product, we maintain the integrity of the brand typeface at small sizes with a variable range of optical sizes.

To support the launch, we developed a campaign that invites employees to reimagine their financial lives with DailyPay.

• The rebrand announcement delivered 44 million impressions within two weeks

• The campaign enabled the business to grow 87% by the end of 2021

• New user traffic increased 89% in less than one month after the brand’s launch

• The brand recorded an unaided awareness lift of 93%

• DailyPay exceeded its campaign goals by 150% with a 30% increase in B2B leads

• DailyPay more than doubled their client base

• 95% of customers stopped using payday loans, 88% credit DailyPay for the change

• One out of every six grocery store worker now use DailyPay

• 7 out of 10 quick-serve restaurants now use DailyPay

• DailyPay was one of Time Magazine’s Best Inventions of 2021 and was included in Fortune’s Best Places to Work since the rebrand