In August 2023, my former business partner and friend, Seye Bandele, reached out, signalling it was time to elevate Pade's brand identity. This time, he proposed a collaboration with Jonathan Cole Studio to craft a brand that resonated deeply with his vision. The initial Pade logo, crafted by myself, had served its purpose but lacked the depth Seye envisioned. It was time to evolve, not just for Seye's sake, but also to rectify an identity that nagged at me.

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Chief Jonathan Cole

Enter Chief Osaretin, Partner at Jonathan Cole and a longtime friend. Chief's simple yet profound approach to problem-solving and his jovial nature made him an ideal partner for this endeavour. The seeds for this project were likely sown during one of our casual Friday game nights at Pade's office, where Chief playfully suggested the need for a rebrand, reminiscent of Dom Cobb from "Inception." Little did we know, months later, that call would materialize into action.

Simplifying Work for the African Worker

Every enduring brand begins with a compelling story, and our journey with Pade commenced with an insightful discovery session led by Mr. Wole Ogundare. It was an enlightening experience, orchestrated by this ex-Philip Consulting luminary, where we all meticulously crafted a brand essence that laid the foundation for our work. Pade's raison d'être (reason for being) became crystal clear: To simplify the world of work so that the lives of the African worker can be improved.

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Filling the VOID in Pade's Story: From ‘Why We Exist’ to ‘Who We Are’

Transitioning from 'why we exist' to 'who we are' required meticulous research and analysis. Pade's focus on two primary audiences—businesses and workers—prompted us to delve deeper into the intricacies of the workplace. 

For the workers - WORK IS HARD
Work is inherently challenging. It has historically posed a considerable challenge for the average workforce that diligently creates value, often facing complexities and frustrations along the way. It’s a truism that the world knows.

For Businesses - They are seeking ways for their people to grow in a good place of work with fulfilling pay from work. 
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Thus, we established a vital triangle of connection, and the trinity of "People, Place, and Pay" emerged as the cornerstones of our exploration.

Pade GETs it!

Armed with this insight, Pade's mission was clear: to simplify work and enrich the lives of workers by fostering personal and professional growth, nurturing positive workplace cultures, and ensuring equitable compensation. Enter GETs: Growth, Empowerment, Trust, and Simplify—the bedrock of Pade's values. Through these principles, Pade aspires;

• Growth: Helping workers thrive personally and professionally.
• Empowerment: Equipping businesses to create supportive workplaces.
• Trust: Fostering transparent and equitable practices.

all while Simplifying the complexities of work.

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The Brand Identity, GETs Fulfilled

The Identity Direction "GETs Fulfilled" embodies PADE's commitment to its core values and mission. It encapsulates the essence of the brand's pledge to enrich the lives of workers and employers alike.

People GETs Fulfilled: Reflecting Pade's dedication to personal and professional growth.
Place GETs Fulfilled: Emphasizing the creation of positive workplace cultures and a sense of belonging.
Pay GETs Fulfilled: Signifying transparent and equitable payment practices, underpinned by trust.

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Logo: Checkmark

The logo design incorporates three key elements that reflect Pade's core purpose.

Firstly, the three check marks symbolizes fulfillment for People, Place and Pay – promise that Pade brings to payroll and HR processes.

Secondly, the upward curve represents growth, reflecting Pade's commitment to helping businesses and employees thrive.

Finally, the circular shape signifies the interconnected world of work, where Pade operates as a unifying force, streamlining operations and fostering a harmonious workplace environment.

The evolution of Pade's brand identity has been a testament to the transformative power of collaboration, the dedicated vision of Seye and his team, keen insight, and purposeful innovation. As the identity #GETsFulfilled, Pade embarks on the right path of its journey, with a revitalized sense of purpose and an ambitious vision to redefine the future of work not only within Africa but on a global scale. 

Project Team:
Creative Direction, Art Direction & Strategy: Joshua Biyere, Chief Osaretin
Designers & Creatives: Frank Kenneth, Lekan Rildwan, Teddy Atuluku
Collaboration: VOID Studio X Jonathan Cole

Pictures and Videos by Pade.

Written by:
Joshua Biyere
Managing Partner,
VOID Studio