UKG has unveiled a new brand identity and global campaign called “When Work Works, Everything Works,” positioning itself as what the company calls a Workforce Operating Platform that combines HR, payroll, workforce management and AI tools.
The Lowell, Mass.-based company announced the rebrand on Oct. 1, marking what it describes as a shift toward AI-enabled workforce intelligence. The campaign features actor Adam Scott, known for the series Severance.
“Our new brand reflects the power of AI-enabled workforce intelligence to help leaders make smarter decisions, reduce burnout, and build more resilient organizations,” said Sarah Hodges, chief marketing officer at UKG.
Frontline workers and AI adoption
According to UKG, data from a survey of 8,200 frontline workers across 10 countries shows frontline employees using AI reported lower burnout rates at 41 per cent compared with 54 per cent among those not using AI at work.
UKG serves more than 80,000 organizations across 150 countries, with tens of millions of employees using its platform daily, it said.
High-trust workplaces and performance
UKG cited research from Great Place To Work that found high-trust companies generate 8.5 times more revenue per employee than the U.S. market average.
The research also found cumulative stock market returns are 3.5 times higher over 27 years for companies recognized as Fortune 100 Best Companies to Work For compared with the top 1,000 U.S. companies by market capitalization.
Campaign and brand strategy
The creative campaign was developed by Droga5, part of Accenture Song, and features “Work” as a character voiced by Scott. FUNDAMENTALco led the brand strategy and visual identity work.
“The greatest inspiration behind this campaign was the everyday struggle we all feel in pushing through the constant pressure of modern work,” said Mariano Jeger, executive creative director at Droga5 New York.
The campaign includes film, audio, print and digital advertising, with placements in major airports and on social media. The new brand will debut at UKG’s Aspire customer conference on Nov. 3.
Ben Brown, head of strategy at FUNDAMENTALco, said the rebrand positions UKG as a technology partner focused on workforce data. According to Brown, UKG combines workforce and employee sentiment data with insights from high-performing workplaces and an end-to-end software portfolio.
The visual identity includes updated typography, colour systems and design elements meant to signal connectivity and sophistication, according to the company.
For more information, see https://www.ukg.com/work
