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Pivoting a brand identity from B2C to B2B

 

Werk rebrand

Brand Strategy + Redesign
Marketing website
Infographics
Marketing + Sales collateral
Social media

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.

 
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The Challenge

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

 
 
Original Werk branding geared toward women in the B2C space

Original Werk branding geared toward women in the B2C space

 
 

 

The Solution

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

 
 
I redrew the original logo but decided to keep a likeness of the original to preserve the brand legitimacy Werk had already achieved

I redrew the original logo but decided to keep a likeness of the original to preserve the brand legitimacy Werk had already achieved

 
 
Werk is built on the idea that flexibility is more nuanced than just remote work. These are icons for the 6 types of flexibility at the core of the identity.

Werk is built on the idea that flexibility is more nuanced than just remote work. These are icons for the 6 types of flexibility at the core of the identity.

 
 
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Marketing website

Marketing website

 
 
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Principal source of lead generation: research whitepaper on workplace flexibility (300 downloads per week)

Principal source of lead generation: research whitepaper on workplace flexibility (300 downloads per week)

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Marketing + sales collateral

Marketing + sales collateral

 
 
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