Stylescape
INSIGHT
Over the past four decades, the professional payroll profile in Canada has grown significantly, with the National Payroll Institute’s designations recognized as the gold standard in the field. With over 15,000 designation holders, the Institute’s credentials are Canada's only formal payroll accreditations, built on rigorous educational requirements, membership, and experience criteria. Maintaining these designations requires adherence to a strict Code of Professional Conduct and continuous professional education. Following the Institute’s rebrand in 2022, there was an opportunity to establish a formal professional body to govern payroll in Canada. This would ensure the highest standards were upheld, while also elevating the stature of payroll professionals in management and executive-level conversations.
Wordmark in English and French
THE IDEA
To further professionalize payroll and create clear pathways for career advancement, the National Payroll Institute launched Payroll Standards Canada, a self-regulating body designed to manage standards and govern the profession. A core objective of this initiative was to enhance the perception of payroll as a strategic business function and to position designation holders as trusted professionals capable of influencing leadership decisions. The strategy included renaming existing designations to align with this elevated perception. The Payroll Compliance Practitioner (PCP) designation was renamed to Payroll Compliance Professional, and the Certified Payroll Manager (CPM) became the Payroll Leadership Professional (PLP).
A comprehensive visual identity was created for this initiative, including English and French wordmarks, a unified colour palette, custom typography, and a cohesive design system. A secure online portal with registry functionality was launched, allowing businesses to verify the credentials of payroll professionals and providing a contact point for further validation. To build excitement and recognition around the changes, twelve gala-style events were held across Canada under the banner “Payroll Night in Canada.” A launch video series was also created to explain the updates and generate awareness among key stakeholders.
IMPACT
Payroll Night in Canada was a resounding success, attracting over 1,100 designation holders nationwide and earning an impressive Net Promoter Score of 89 for overall experience and 91 for attendees’ willingness to recommend and participate in future events. The new designation names were generally well-received, with only minor concerns about the change from “Manager” to “Leader” in the title. These concerns have been addressed individually, and overall feedback on social media has been positive. The launch of the online portal was equally successful, drawing over 4,500 visitors on the first day. Notably, no members removed themselves from the registry, and no negative feedback was received, affirming the initiative’s strong acceptance among members. Through this initiative, the National Payroll Institute successfully elevated the profession and set a new standard for payroll professionalism in Canada.
Awareness Campaign