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About FocusPay Solutions

FocusPay is a payroll, HR and benefits firm that was spun off into a new company after existing as a trio of service offerings provided by Machen McChesney for 60 years.

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The Challenge

Develop a name and identity for a new Payroll, HR and Benefits company that would capture its team’s service focus and personality while also positioning and differentiating it from its competitors. The new name then needed to be developed into a brand identity and incorporated into the design of the company’s logo, as well as become a core messaging element to be leveraged in all future communications.

The Solution

After extensive research and interviews with both soon to be new company employees and clients we found that FocusPay’s most essential attribute was its ability to provide proactive, personalized customer service. Service that was so seamless, FocusPay's employees performed as if it were an internal extension of client’s businesses. Their clients stressed personalized, local customer service and demanded a thorough understanding of local tax withholding requirements along with proactive service solutions in areas that went beyond just payroll. In short, clients wanted to work with a payroll and benefits solutions provider that was dedicated to bringing its business into focus.

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The Results

We developed a brand platform that highlighted the essential focal points local businesses wanted from their payroll, HR and benefits provider, which essentially amounted to helping them bring focus to their business. This resulted in the name of the company – FocusPay and the tag line, Bringing Focus To Your Business.

  • To quickly identify and communicate what the firm does, we created and added the identity line: Payroll | HR | Benefits.
  • The logo’s icon is formed from two, seemingly in motion, arcs that come together to form an F and a P, the two letters of focus in the firm’s new name.

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