Livelihood

Reimagining household payroll services.

2021
Strategy / Naming / Brand Identity / Web
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Livelihood
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Livelihood

The Challenge

Tax4Nanny Ltd. had been providing household payroll services to high-end clientele across Canada for the better part of a decade. Their payroll services covered all household needs, including (of course) nannies, but also cleaners, eldercare, in-house chefs, drivers and more.

In order to achieve their goal of being the market leader in Canadian household payroll services there was an opportunity to establish Tax4Nanny as something bigger than taxes for nannies.

The Solution

ARENA set out to create an experience, tone and brand aesthetic that would  modernize, elevate, and broaden Tax4Nanny Ltd.'s  brand platform. Through research and strategy, we gained two valuable insights: new customers weren't aware of Tax4Nanny's full service offering, and the target consumer prioritized convenience and trustworthiness above all else.

With this in mind, we first set out to re-name Tax4Nanny. Aligning with the core strategy, ARENA provided the guidance needed to re-name Tax4Nanny as Livelihood – an elevated, emotional, home-centric and open name that would allow Tax4Nanny to grow across all of their service lines.

For the logo, a sans serif font, overlaid with cursive text, provides a playful reminder of the joy of household care. The extended brand identity revolves around distinctive bright hues and portraiture, creating a visual system that played off the core strategy: peace of mind and convinience.

The Solution

ARENA set out to create an experience, tone and brand aesthetic that would  modernize, elevate, and broaden Tax4Nanny Ltd.'s  brand platform. Through research and strategy, we gained two valuable insights: new customers weren't aware of Tax4Nanny's full service offering, and the target consumer prioritized convenience and trustworthiness above all else.

With this in mind, we first set out to re-name Tax4Nanny. Aligning with the core strategy, ARENA provided the guidance needed to re-name Tax4Nanny as Livelihood – an elevated, emotional, home-centric and open name that would allow Tax4Nanny to grow across all of their service lines.

For the logo, a sans serif font, overlaid with cursive text, provides a playful reminder of the joy of household care. The extended brand identity revolves around distinctive bright hues and portraiture, creating a visual system that played off the core strategy: peace of mind and convinience.

Livelihood

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Livelihood