Workplace launches its first ever brand strategy and new visual identity to create an inclusive, purposeful and innovative brand that brings the power of community to everyone at work.
Our aim was to build a strong brand that brings our product to life by communicating a deeper purpose and reason for being - helping organisations thrive through the potential of community, connection and belonging. This provided the business with the ability to raise awareness, establish brand perception and create stand out in the SaaS category - ultimately helping to sell Workplace more effectively.
Our visual identity was built from a set of personality and design principles that represent who Workplace is, as well as giving us the flexibility to convey a rich brand. Each brand choice was supported by semiotic and qualitative research that validated the potential impact this new approach would have on the brand.
The brand updates were supported with an intuitive set of guidelines that were built into an online Workplace Brand Portal. They cover additional topics including voice, tone and style, product UI systems, motion, photography and illustration.
Over the course of six months, we rolled the rebrand out across the entire business, covering multiple surfaces including email, organic social, paid ads, website, BAU Comms, internal swag and in-product.