MyBase Pay : Rebrand Case Study
My Role
Lead / Sole Designer
MyBasePay is a global contingent workforce, payroll, and Employer of Record (EOR) management platform. I worked in collaboration with the Marketing Director to establish a more cohesive visual identity across marketing and business materials.
Although the existing logo was retained, I developed supporting brand elements and design standards to create greater consistency across the company’s visual communications.
The Challenge
MyBasePay’s existing visual identity had become outdated and needed a refresh to better reflect the company’s brand and establish a more contemporary visual presence.
The goal was to modernize the brand’s supporting design elements while retaining the existing logo. This required developing a cohesive visual direction that could be applied consistently across the company’s marketing materials, digital communications, presentations, and trade show presence.
Beyond refreshing the look and feel, the project provided an opportunity to establish a more unified set of visual assets and design standards that could support the marketing team’s work across multiple channels.
1.
Establishing the Creative Direction
I discussed the team’s preferences and reviewed brands that reflected their vision for MyBasePay. These conversations guided the initial design concepts.
2.
Refining the Visual Identity
After selecting a preferred concept, I refined the design through collaborative feedback and iterations until the team approved the foundational visual direction.
3.
Building the Brand Asset Libraries
With the core identity established, I developed supporting image and icon libraries to create a consistent visual resource for future marketing materials.
4.
Applying the Brand Across Marketing Materials
With the core identity established, I developed supporting image and icon libraries to create a consistent visual resource for future marketing materials.
Results & Impact
The refreshed brand launched alongside MyBasePay’s new website, which relied heavily on the brand guide I developed to maintain visual consistency. The project also gave the company a clearer, more unified approach to sales and marketing collateral. With established brand standards and ready-to-use materials, the team could share polished, consistent resources with prospective clients without spending time creating new materials from scratch.
