Purpose Media appointed by PayPlan for major brand and digital transformation

Derbyshire-based strategic marketing agency Purpose Media has been appointed by PayPlan, one of the UK’s most established debt advice providers, to deliver a major programme spanning brand strategy, digital experience and content.

PayPlan, headquartered in Grantham, Lincolnshire, has been helping people take control of their debt for more than 30 years and has supported more than a million people through challenging financial circumstances.

As the organisation looks towards its next phase of growth, PayPlan has appointed Purpose Media to evolve its brand and rethink how it communicates with people seeking debt advice, from their first interaction through to accessing ongoing support.

The programme began with in-depth discovery, including workshops with the PayPlan team and interviews with customers. This gave Purpose Media insight into both the organisation and the emotional journey people experience when seeking help with debt.

Working closely with PayPlan, Purpose Media has developed a new brand strategy, including a clear brand purpose, defining beliefs and a comprehensive tone of voice framework.

The strategy is designed to reinforce PayPlan’s position as a trusted, non-judgemental source of support, while creating a consistent foundation for future growth.

Purpose Media is also redesigning PayPlan’s digital experience from the ground up. Rather than approaching the project simply as a website redesign, the new experience is being built around the needs and emotions of people seeking debt advice, helping make information and support clearer and easier to access.

The wider programme includes brand film production and a suite of product videos, creating greater consistency across PayPlan’s digital communications and customer touchpoints.

Tim Lenton, director of digital innovation and strategy at Purpose Media, said: “PayPlan has been doing important work for more than three decades. Our job was to understand what makes the organisation distinctive and make sure that comes through clearly in its brand and every part of the customer experience.

“Debt is an incredibly personal and often emotional subject, so this couldn’t simply be approached as a visual rebrand or website redesign. We needed to understand what someone is thinking and feeling when they reach out for help, then build the brand and digital experience around those needs.

“What we’ve created together gives PayPlan a much stronger foundation for its next stage of growth. It has been a genuinely collaborative process and we’re excited to see the new brand and experience come to life.”

Matt Hayes, head of marketing at PayPlan, said identifying the right strategic partner had been vital to ensuring the success of what is a vitally important project for the company.

“We know that being in debt can be hugely stressful and it is crucial that when someone reaches out to us for help, we meet them with the right level of response and that our channels and messaging demonstrate understanding and empathy.

“Purpose Media’s expert guidance has helped position us to deliver on our mission to help many more people take control of their finances.”