Versapay: Collaborative AR Network Category Design
After merging four companies together in the AR automation and ERP payments space, Versapay needed to unify its brands and clearly define its category messaging.
You may be surprised to know that most accounts receivable (AR) departments still operate on old systems and processes that are paper-based and manual. Back offices were reluctant to join the digital revolution, and it was only recently—in large part due to the pandemic—that they started looking to digitize in earnest.
Versapay solves the problems associated with antiquated and cumbersome accounts receivable processes in a completely different and better way than their competitors. They are the first AR automation platform that is fully integrated and connects AP and AR teams in the cloud for full transparency and collaboration. This decidedly different approach to AR automation—connection and collaboration vs. automating outdated systems and processes—leads to better business outcomes and happier customers. They needed to find a way to tell this story to the market in a compelling way.
We worked with the The Seidewtiz Group to do in-depth qualitative and quantitative messaging testing, building a core foundational positioning statement and then with Gold Front to take that core positioning and translate it into category design for a compelling go to market launch. The resulting category was the Collaborative AR Network.
From there we commissioned Wakefield for custom research with 1,000 C-Suite executives on the state of digitization in their back office, and produced two white papers geared both to customer acquisition and for earned media coverage. All reinforcing the category story.
We then leveraged our category story and our proprietary research into a keynote presentation that was repurposed at our live events and in webinars.
After successfully laying the foundation of our Collaborative AR Network, we then leveraged into our first integrated brand campaign, extending the category creatively with “Make AR Automation More Human.”
My role:
Brand strategy and executive creative direction
My team:
Stephanie Haworth, Creative Director
Joe Crawford, Copywriter
Danielle Ferris, Communications Director
Ben Snedeker, Content Director
Jewel Bolasco, Designer
Salehin Nobi, Designer
Chuck Shin, Motion Designer