ELMO Software, a leading provider of cloud-based HR & Payroll software solutions, has unveiled a bold new brand identity, marking a significant shift in its visual approach after 21 years.

The brand refresh, a collaboration with Sydney-based creative agency It's Friday, is aimed at increasing ELMO's distinctiveness in a competitive landscape and positioning the company for a more impactful future.

The brand update includes a new purpose, vision, and values to articulate ELMO's business approach and to support the company's next growth phase. The new brand look moves away from the signature red, white, and blue to a bold and confident look reflecting changes within the HR community.

Kate Jones, Chief Marketing Officer at ELMO, praised the work of It's Friday. "The It’s Friday team have led us to a more distinctive and thought-provoking brand. At its most effective, our brand should encompass the perceptions, reputation, and experience that our clients have with us. Our new brand firmly does that," she said.

The new design system, according to Vince Lagana, Chief Creative Officer, and Co-Founder at It’s Friday, was inspired by the unique qualities that make ELMO a force in the HR world and aims to drive distinctiveness in an increasingly competitive landscape.

"It reflects the brand’s data and software capabilities in a bold and contemporary way that brings a breath of fresh air to the category," Lagana said.

This rebranding comes at a time when the HR tech landscape is becoming increasingly competitive, with companies vying for a larger share of the market. ELMO's new brand identity is a clear statement of intent, signalling the company's ambition to stand out and grow in this dynamic sector.

It's Friday is an independently owned creative agency based in Sydney, offering connected communication services including creative, media, customer experience innovation, and PR.

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