Strategy & Creative Case Study — TriNet
Repositioning TriNet around clarity, trust and customer experience.
How it started
After acquiring Zenefits, TriNet’s portfolio expanded overnight. The brand had more to offer — but its digital experience wasn’t keeping up. The website was trying to speak to everyone, which meant it wasn’t resonating with anyone.
HR decision-makers couldn’t quickly see which solutions fit their stage of growth. The experience felt fragmented: multiple brands, inconsistent tone, too much choice without enough clarity. TriNet needed a unified content and UX strategy that simplified the experience, restored confidence, and reestablished trust in a period of major transition.
What we did
We started with research — competitive audits, audience interviews, and a behavioral analysis of how HR leaders evaluate service providers. We mapped the decision journey to pinpoint where users felt friction or uncertainty and how that confusion showed up in both content and navigation.
Our A-ha moment came when we realized TriNet’s segmentation by company size was hiding the real insight: decision-making follows business maturity, not headcount. Startups need guidance. Growth-stage companies need flexibility. Mature organizations need foresight and partnership.
We rebuilt the site experience around that discovery.
Rearchitected the UX to guide each audience by business stage, creating clear entry points and paths through the site.
Redefined the messaging hierarchy to mirror real customer priorities and language.
Developed content roadmaps and conversion flows that aligned marketing, product, and sales teams around a single customer framework.
Every element — structure, language, and design — worked together to make the experience faster, clearer, and more intuitive..
How it’s going
Within 60 days of launch, website traffic doubled — a 200% increase — and user engagement rose across every core audience segment. But the real impact was structural: the new UX gave TriNet’s teams a shared model of the customer journey. Marketing, content, and sales now work from the same behavioral map, ensuring consistency across every touchpoint.
The result: a website that doesn’t just communicate TriNet’s value — it demonstrates it. The experience now mirrors what TriNet promises its clients: clarity, partnership, and confidence through every stage of growth..
With the success of our content strategy, we were then tapped to produce a campaign that included a suite of persuasive videos for decision-makers who may be asking, “Why TriNet? Is it for me?” Our campaign went beyond “How to” and truly captured the spirit, energy, and impact of the TriNet solution. These videos – along with content identified in our strategy – are now widely used as inbound marketing tools.
“Our traffic is more than the sum of the two sites prior. It’s performing better than any expectations. You were all so instrumental in it.” — Joshua Newman, Head of Product Marketing, TriNet
