Workday Brand System and Campaign Design

In an ever-changing world, agility in business is more important than ever. Workday, a relative newcomer in the realm of cloud-based finance, HR, and planning solutions, sought to strengthen and solidify their position as the highest-rated, most agile product on the market.

 

My Ogilvy teammates and I performed a thorough audit of the competitive landscape and the brand’s creative archive to produce an new design system for all internal and external communications. The system had to be simple enough to be easily co-opted by the internal Workday creatives and agency partner teams, yet bold enough to stand out in a competitive environment in which they were being massively outspent.

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The final result combined bright, sunrise-inspired colors and simple sun and cloud shapes – representing the dawn of a new work day – with the brilliant illustrations of Italian illustrator Fausto Montanari. Alongside our development of an easy-to-use, flexible design system, we coordinated with Fausto and Workday to produce a massive illustration library for the brand, containing everything from characters and objects to environments and scenes. Over time, the brand system and "For a Changing World" campaign have grown and evolved beautifully.

Design Director – Gabriel Usadel

Co-Creative Direction and Design – Connor Fleming

Illustration – Fausto Montanari of Lobster Studio

Copywriting – Rob Jamieson

Animated OLV – Sarofski

Strategy – Jared Gruner

Account – Efren Gonzales and Julie Schiappa