App Paye

A campaign for the app that tells payroll where to go.

App Paye is a UK fintech app making it faster and fairer for freelance and contract workers to manage their pay — whether they’re rewiring flats in Croydon or fixing turbines in the North Sea.

To cut through to a busy, often overlooked audience, we created a bold, cheeky campaign that felt more human than fintech. Our striking posters appeared across key UK cities and transport hubs, while a wry radio spot, featuring Doon Mackichan and Ben Miller, humorously told the story of payroll purgatory — with App Paye as the saviour.

About the project

The launch campaign was designed to stop people in their tracks. Bold, visual posters spoke directly to freelancers with sharp, tongue-in-cheek headlines, ensuring the brand stood out from the usual corporate fintech tone. The radio ads carried the same energy, dramatising the frustrations of delayed payment in a way that was relatable and memorable.

By positioning App Paye as both credible and playful, the campaign gave the startup a distinctive voice and a strong platform for growth.

Client
App Paye

Sector
Fintech

Disciplines
Brand Strategy
Advertising Campaign

Collaborators
JAA Media — Media Planning

Credits
Doon Mackichan — Voiceover
Ben Miller — Voiceover

“We created a bold, cheeky campaign that felt more human than fintech... The result was an attention-grabbing launch that built awareness fast and earned an Aerial Award nomination for best radio ad.”

Related work

Nimbla
Visual identity and launch campaign for a trailblazing insurtech startup.

Nimbla

Trade Nation
A fresh approach to trading — launching a bold new brand in financial services.

Trade Nation

HIDRA
A resilient brand for a growth-focused consultancy.

HIDRA

Federation of Master Builders
Visual identity refresh for the brand backing British builders since 1941.

Federation of Master Builders

About

Aesthetic Works is an independent branding and design agency based in Shoreditch, East London. We transform ambitious brands and businesses with simple, unifying ideas — creating work that drives success today and delivers value that endures long into the future. We work with clients ranging from UK startups to global multinationals, with sector experience spanning financial services to energy, retail to engineering, hospitality to shipbuilding.

Learn more

Aesthetic Works

Unit 4.01, The Tea Building
56 Shoreditch High Street
London E1 6JJ

hello@aesthetic.works
+44 (0)20 8242 1509