CLAIR

Fintech start-up Clair helps America’s hourly workers get paid as soon as they finish their shift, with no interest or fees. The Harvard alumni founders knew they needed an elite-level brand platform to ground their company story, products, brand identity work and website, but had a start-up budget. They hired Automaticos to deliver analysis, further research, brand positioning and brand architecture including product messaging frameworks and product positionings.

Automaticos researched and defined the motivations of each audience group – employees, employers, and HR Tech providers. We anchored the overall story on the employee target emotional benefit – using Clair helps employees be more confident about their finances. 

Automaticos created the new “Win-Win-Win” master brand positioning for Clair overall, and Positioning Charts™ specific to B2B and B2C. We also delivered the brand architecture and messaging framework, which identified the most important product components and features. This work formed the basis for the beautiful visual identity created by frequent Automaticos collaborator firm Point of Reference.

• A complete brand platform was used for their new brand identity and website projects, and continues to be the core of their brand today, creating an elevated level of understanding and consistency across all employees. This cohesiveness has helped elevate Clair to a number 54 position in Fortune’s “Top 100 Small Companies to Work for in America” in 2022

• Grew from a handful of pilot projects to securing major agreements with leading HR Tech companies within 1 year, providing Clair access to employees at 5,000 businesses across all 50 states.