Stylescape
Solution
The National Payroll Institute established Payroll Standards Canada as a self-regulating body to oversee various initiatives, including renaming its designations to reflect its strategic advantage and forward-looking mandate better—changing the Payroll Compliance Practitioner (PCP) to Payroll Compliance Professional (PCP), keeping Professionnel(le) de la paie du Québec (PPQ) unchanged, and updating the Certified Payroll Manager (CPM) to Payroll Leadership Professional (PLP). Additionally, The Institute developed a visual identity with a new wordmark in English and French, a colour palette, typography, design systems, and stylescape. We also launched a website portal registry for verifying qualified payroll professionals' credentials, complemented by a direct contact option for further validation. Twelve gala-style events named Payroll Night in Canada were held nationwide, alongside releasing a series of short, engaging launch videos to inform and engage key audiences.
Wordmark in English and French
Results
Payroll Night in Canada events, attended by over 1100 designation holders, have garnered a positive response, evidenced by high Net Promoter Scores of 89 for the overall experience and 91 for the willingness to recommend and participate in future events. The new designation names were well-received by members, with minimal concerns primarily about the "Leader vs. Manager" aspect, and the social media response has been largely positive. Additionally, the launch of the website portal was successful, attracting over 4500 visitors on the first day, with no members opting out of the registry and no negative feedback received.
Awareness Campaign