ASX-listed Elmo rebrands via It’s Friday
After over two decades with its signature red, white and blue branding, ASX-listed HR and payroll software provider, Elmo, has rebranded to reflect a more modern community, via its creative agency of record, It’s Friday.
In May, the agency picked up creative duties for Elmo, and this rebrand marks its first major work for the brand.
The bold new banding looks to reflect ‘the big, bold changes within the HR community the company serves’, and acknowledge that the HR world today is not the same as 21 years ago.
Elmo’s chief marketing officer, Kate Jones, said: “The It’s Friday team have led us to a more distinctive and thought-provoking brand.
“At its most effective, our brand should encompass the perceptions, reputation, and experience that our clients have with us. Our new brand firmly does that.”
It’s Friday worked with Elmo to develop a new overarching purpose, vision and brand values, as well as a new brand identity – which aims to drive distinctiveness in an increasingly competitive landscape.
Vince Lagana, chief creative officer and co-founder of It’s Friday, said: “The new design system was inspired by all the amazing things that make Elmo a force in the HR world.
“It reflects the brand’s data and software capabilities in a bold and contemporary way that brings a breath of fresh air to the category.”
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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