Experience design

Reasserting ADP as a future-focused leader in Human Capital Management through a global rebranding effort.


Founded in 1949 as a manual payroll processing business, ADP has grown into one of the largest global providers of HR services. However, despite its growth and innovation, most people still know ADP as just a logo in the corner of their pay-check. ADP is still primarily perceived as a “lowtech” payroll processor and HR services provider. Havas CX needed to reposition ADP as a forward-thinking tech company.

CX Solution

Havas CX rebuilt ADP from the ground up. We reintroduced ADP as a modern technology company that powers organisations with insightful solutions driven by technology.

To ensure ADP was recognised as being at the forefront of new business models reshaping the way people work, we used our proprietary AI-powered tool, Arcadia, to build rich data-driven personas to satisfy ADP's new brand experience. This was followed by a dynamic brand design system that can power experiences, not just communication with these personas. Visually, Arcadia supported us in generating the imagery that defined their new brand.

With this new and modern brand design system in place, we were able to craft messaging for all of ADP’s products. The messaging architecture positions ADP as a leader in technology, informed a marketing campaign and supported experiential activation that gained over 200 million PR impressions. This was called the “dark horse of SXSW” by Adweek and named one of the 5 best activations by Entrepreneur. Havas CX also supported ADP in establishing a start-up-style tech brand - Lifion. We partnered with Lifion to help them establish their identity within the ADP brand system and stand apart in a competitive landscape of challenger brands.

Business Impact

  • 12.3% lift

    in perception of ADP as “more than just a payroll company”

  • 18.6% lift

    in brand attribute, “ADP is a company that offers more than payroll”

  • 12.6% increase

    in potential impressions (15.19 billion to 17.11 billion)

  • 11% increase

    in number of articles secured (3,914 to 4,344)

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