Company, Addvance! How to launch a brand built on trust.

This time, he’d recommended PLOTT to the rest of the Paytek team to help bring their new business concept to life. Paytek had developed a service to introduce their large client base to trusted providers of business finance and utilities. No pressure, no hard sell. Just useful, well-matched connections to services like loans, credit, banking, and energy.

What they didn’t have was a name, a brand or a website. That’s where we came in.

From concept to name

We began with research and ideation, to put plenty of options on the table. It’s best to let it flow, no overthinking – there are no bad ideas (there are, there definitely are, but we’d whittle them down). In the end we had 103. It’s far too many, so it was time to get whittling. We filtered the list down using a mix of practical criteria: clarity, spelling, pronunciation, domain availability, and market overlap.

From 103 to 13, and eventually to one. That was our client’s choice. The result? Addvance.

We love it, and it strikes the right tone. It suggests progress and momentum, but also hints at financial products like cash advances. It’s short, clear and distinctive.

Building a brand with purpose

With the name agreed, we turned our focus to the brand. It was going to be all about building confidence in the audience.

The concept we developed was based around a trusted guide. Addvance exists to help business owners navigate a complex market, offering only what it believes in and trusts. So, we created a brand that felt experienced, clear-headed and reliable.

The logo is a namestyle – because we wanted to lean on the name for such a new brand. That’s complimented with a professional and warm colour palette, and clear typography. We carefully chose stock photography to reflect the sectors Addvance supports – from coffee shops and restaurants to garages and takeaway businesses.

Designing a better user journey

Addvance’s partners provided the content for each of their product areas. But it arrived in various formats, tones and structures. Left as-is, it would have made for an inconsistent user experience.

We stepped in to rework and rewrite where needed, ensuring a consistent tone and layout across each service page. We also created the homepage and about page content from scratch, keeping the voice clear and cohesive.

Every decision was geared towards building trust. From navigation to copy, the goal was to make the journey smooth and straightforward, encouraging users to take action when ready.

Built to grow

This was phase one for Addvance, which – for a start up – tends toward simplicity. That’s purely in terms of the front-end complexity – and when it comes to design and programming there’s really no such thing as simple. It’s a fully functional launch, built with flexibility in mind. When Addvance are ready to grow they can be certain the website is ready to follow suit.

It’s a WordPress website – combined with our own in-house development processes, and hosted on our secure, managed AWS platform. That means it’s SEO ready, fast, secure, accessible, and ready to scale.

Addvance now has a strong identity, a clear message, and a site that supports both. It shows what’s possible when strategy, design and development come together from the start.

Are your brand and website fit for 2025?

If you’re thinking about a new brand or website that’s fit for 2025, or you want your own plant-based photoshoot, then get in touch.

Let’s talk about branding, and what works for your brand. Drop us a line – or if you prefer a chat, use our online booking tool – and we’ll get the ball rolling.