A name can carry decades of trust and still undersell the business. Alliance Payroll Services, founded in Houston in 1989 and now one of the nation's largest privately held human capital management software providers, had evolved over the years to offer a full array of HCM services. No longer simply a payroll services company, Alliance needed a brand that reflected its increased value to customers in its marketplace. WWC led the full nationwide rebrand, researching Alliance's customer base to gauge brand strength, retaining the Alliance name to preserve its equity, and repositioning the company as AllianceHCM in 2020 with a signature service promise and a visual identity built on energy and integrated service. Immediately following launch, the rebrand had retained 100% of existing clients while opening the door to expanded services and new business.
- Keep the “Alliance” name
- Position Alliance in a new category — HumanCapitalManagement
- Create a signature line that promises the highest bar of service
- Design a visual brand that projects energy while demonstrating a harmonization of services and people
- Retained 100% of existing clients without interruption or concern about the level of service
- Expanding services to existing clients while gaining new clients
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