Brand Strategy + Redesign
Marketing + Sales collateral
Werk began as a job board geared toward women in need of workplace flexibility. Shortly after I joined the team, however, the company began a transition away from the B2C job board toward the B2B enterprise space with a new product (read my case study about the product redesign here). As such, I began a process of rebranding to appeal to the new Fortune 500 customer-base. Through a process of high-level strategy, competitive analysis and iterative design, I created a system that solidified Werk’s status as the authority on workplace flexibility in the B2B space. As a result, we attracted customers including Banco Santander, United Way, Hubspot, and Warner Music among others.
There were four major challenges coming into this redesign:
Establish Werk as leaders in the people analytics space: Design a system that would garner respect from our Fortune 500 customers
Differentiate Werk in the marketplace: Stand out amidst tech startups and B2B people analytics platforms
Communicate that flexibility isn’t just for women: Flexibility is for everyone. Most employees are demanding it and companies should be thinking about it.
Brand Continuity: Rebrand the company without causing excessive whiplash for a 2 year old startup
The resulting system centers on three important ideas:
Werk is a data-backed authority: Using infographics and monolithic shapes to communicate confidence and leadership in the people analytics space
Flexibility as the future of work: Using photography that is a combination of human-centered and aspirational
Flexibility is gender neutral: Through color palette, typography, illustration, and photography