Giving Wings to Payroll: Logo and Website Design for Dragonfly Payroll
Dragonfly Payroll is a local Grand Rapids company specializing in payroll and HR solutions for small and medium-sized businesses. They came to DVS needing a way for their brand to reflect the quality of their service and talented staff. Although they did have a logo and a website, neither of these elements were effectively communicating to their target audiences. Going into this partnership we had three main goals:
- Drive new client communication with their target demographics
- Create an engaging brand identity that reflects Dragonfly’s values and culture
- Craft a cohesive online presence to act as a solid platform for growth
Branding: A New Look For Dragonfly
The humanity of Dragonfly Payroll was not reflected in their branding. Dragonfly’s previous logo was an angular and abstract dragonfly. Overall, it felt static and a bit sterile for a company whose main advantage over their competitors is their personal attention and communication. After working with the Dragonfly team to learn about their current and desired customers, we created the following logo and brand system.
In addition, their colors and typeface were also updated. Though not a drastic change, their brand colors were adjusted to create a more personable appearance and ensure accurate reproduction across print and digital mediums. Similarly, the typeface Niveau Grotesk was selected for its humanist features and ability to remain legible at small sizes in print and digital applications.
Website: Creating A Cohesive Experience
With responsive design in mind from the start, we designed and built Dragonfly Payroll a new site from the ground up. The layout is clean, the content is concise and informative, and the hierarchy and site organization helps guide the user fluidly through the site. All of this serves the site’s two main goals; to inform potential new clients about who Dragonfly is and encourage visitors to reach out and connect with the Dragonfly team.
Another priority for this site was SEO. The content not only had to read well for users, but also had to be crafted in a way that allowed Google read each page and place it in the organic search results. Structured data was also implemented to help further our ranking goals. While Google is very good at deciphering webpages, structured data functions like an index with clues and helpful information for Google. The results of good content, carefully chosen keywords, and structured data means that Dragonfly will achieve a higher-ranking in the organic search results than before.