Luna Software.
Launching an innovative SaaS product
Luna Software.
Luna Software is transforming the managed payroll sector with an ambitious vision to solve a problem that has plagued the industry for years.
While payroll bureaus, accountancy practices, and in-house payroll teams had access to systems that handled parts of their workflow, nothing provided a complete, connected ecosystem.
That’s where Luna came in. A suite of cloud platforms designed to help payroll professionals manage their business, client payrolls, client interface, and employees all in one place. But launching a new B2B SaaS product into a sector dominated by large corporate players with deep pockets and bland, interchangeable branding? That required something different.
Sourcefour was appointed to create a brand that would immediately stand out and challenge the established players.
Creating a disruptor brand.
The payroll tech sector is traditionally conservative in its marketing approach.
Bland messaging, stock imagery of people on laptops, generic visualisations of “technology,” and corporate language that all sounds the same.
We knew Luna needed to break this mould completely.
Our Director of Marketing, Alison Clynes, worked closely with the Luna development team to establish the key points of difference and features that would set the brand apart. With something this innovative, it was critical that the messaging quickly explained what Luna was and also what it wasn’t.
The Lunaverse.
We leaned into the name Luna and developed an entire brand story around the “Lunaverse”.
This analogy perfectly explained the modular nature of the product suite, which consisted of three main platforms plus additional modules. It showed how they all worked together as a complete ecosystem, something that has never existed in the payroll sector before.
Meet Luna.
Rather than following the typical B2B tech playbook, we created Luna, a character that would become the face of the brand.
Luna is a hybrid of a moon rock, space character, and friendly alien. Cute, memorable, and completely unexpected in the world of payroll software.
This approach challenged the assumption that serious B2B products require serious, corporate branding. We proved that fun and approachable could work for complex professional services.
Brand design.
With the strategy and story established, our creative team developed a bold visual identity that reinforced Luna’s position as something genuinely different.
The brand uses a vibrant colour palette and distinctive design style that immediately catches attention. Every element, from the logo to the typography to the character illustrations, works together to create a cohesive brand that stands out in a sea of corporate blue and grey.
The Lunaverse concept allowed us to create a visual language that could extend across all touchpoints, making complex software features approachable and easy to understand.
Racing against the clock.
With the software still in development, a ‘couldn’t be missed’ opportunity emerged. The CIPP ACE conference (Chartered Institute of Payroll Professionals) was coming up, offering a once-a-year chance to meet directly with the target audience.
This gave the Sourcefour team just weeks to deliver a complete brand launch, including website, exhibition stand, and promotional materials.
Making an impact.
Rather than a standard exhibition stand, we recommended Luna make a statement with a digital stand. This allowed us to use animation and projection to demonstrate the software, even though it was still in development.
One of the biggest challenges was creating an animation that explained the Lunaverse concept in a way that was both simple and informative. The strong brand foundation we’d established made this possible. We took the space analogy and fully developed it, showing the benefits and key features of the software and how all the components and modules worked together.
For promotional items, we chose high-end aluminium water bottles alongside fun items like keyrings, reinforcing the premium yet approachable brand positioning.
Website.
As a pre-launch product, the website needed to build brand awareness and gauge interest from potential clients. We created a site that clearly communicated Luna’s unique value proposition while maintaining the playful, distinctive brand personality.
Product and Commercial Director,
Luna Software
Launch success.
The response at CIPP ACE exceeded expectations. The stand caught everyone’s attention exactly as intended, allowing the Luna team to have fantastic conversations with potential clients and development partners.
The website and social media achieved immediate traction, with strong engagement and a growing following. Discussions with the target audience confirmed the appetite for the product and generated very positive leads.
What the team says:
“The Lunaverse concept wasn’t just creative storytelling – it solved a real communication challenge. How do you explain a modular, interconnected software ecosystem in a way that makes immediate sense? The space analogy did exactly that.
Our experience working across different sectors allowed us to bring fresh thinking to payroll tech. We knew from other industries that B2B doesn’t have to mean boring, and that emotional connection matters even in professional software decisions.
The tight deadline made this project even more exciting. Launching a complete brand in weeks rather than months required total clarity on strategy and flawless execution. The Luna team trusted our process, and together we created something genuinely different.”
Alison, Director of Marketing
