8am
A new name for a new dawn.
Insight
When change feels like risk, clarity becomes power.
In business, brand name change usually signals major product disruption. Brand mergers and acquisitions usually meant new processes and new headaches.
But for the software service AffiniPay, change was essential to growth. As the company evolved beyond payments into a full professional platform, “AffiniPay” no longer told the whole story. It was time for a new name and brand launch that carried the clarity, optimism, and energy of a new day.
idea
The future starts at 8am.
What began as a payments company was becoming a platform for professional potential. “8am” was chosen as the new brand name, reflecting the evolution from transactions to transformation, from software to possibility.
Our 8am brand identity system turned the promise of a new day into form.
The mark’s looping “8” became a path forward — continuous, balanced, and full of motion. Its letters held the optimism of morning and the discipline of design. (logo work)
In design, shapes and gradients moved like light across the page, suggesting flow and forward momentum. An aspirational yet human tone of voice brought warmth to the precision of technology.
Together, these choices created a visual and verbal language that reintroduced the company not as a platform provider, but as a partner in professional progress.
The 8am launch campaign spoke with calm assurance and forward motion.
Across every touchpoint, from products like LawPay and MyCase, to events like ClioCon and Kaleidoscope, the message stayed clear and human: the tools you trust aren’t changing, but waking up to a more innovative next chapter.
We reimagined 8am’s digital presence as the foundation of its new identity
An enterprise platform built to inform, inspire, and empower. The experience unites brand storytelling, product clarity, and performance in one seamless flow. Every page guides users toward the right solutions while weaving in thought leadership that builds trust and authority. The result is a site that feels less like a destination and more like a partnership — reflecting 8am’s role as the essential ally for professional growth.
Page views increased
157
%Active users increased
175
%Engagement increased
17
%Marketing-qualified leads increased
320
%IMPACT
The same company, seen anew.
The launch reframed the rebrand as an affirmation — a signal of clarity and confidence for everyone who engages with 8am. Customers felt informed and reassured. Investors saw a unified ecosystem ready to scale.
In the months following launch, digital engagement surged: page views rose by 157%, active users increased by 175%, engagement climbed 17%, and marketing-qualified leads grew more than 320%. And across the industry, 8am became shorthand for business made simple, energized, and ready for the day ahead.
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