Introducing HR for the New World of Work
In the last few years, Zenefits has quickly evolved from a disruptive Silicon Valley startup focused on insurance brokerage to a more holistic software solution that helps companies manage everything from hiring and onboarding, to payroll, benefits, time tracking and more. While the product had been adapted over time to fit with the dynamic way people work today, the Zenefits brand didn’t reflect a strong market position. We saw an opportunity to differentiate from the category by focusing on the employee experience and how our tools could help foster strong company culture. In doing so, we positioned Zenefits as a true partner for HR professionals and their employees — one that creates technology to help people move — because people move companies.
We helped articulate a strong point of view for Zenefits that was missing from the HR tech category — one that recognizes that the way people work is constantly in flux — and gave the brand a platform to truly behave as a partner to help people navigate the complexities of HR. We transformed the entire visual identity of the brand across every touchpoint — from their logo to their website, their business cards and employee swag, even the artwork on their office walls. But the true brand transformation was more than just a cosmetic change.