WorkBuzz Reveals New Brand Identity

By Gary Gould, CMO, WorkBuzz

WorkBuzz is now five and a half years old, and we are proud to say that our unrelenting focus on service and delivering on our promises is not just a guiding principle but part of our DNA. As our services have developed over the past half-decade, it has become clear that our offer appeals to organizations that need a flexible listening platform but also real people on hand to help them achieve the best possible outcomes. From all our client feedback and G2 ratings, we know that our people make the platform, with a combination of client support and expertise from our first-class People Science team.

Why Change the Brand?

HR challenges are becoming increasingly complex and multi-faceted because they are human. Consequently, our service offering has evolved rapidly over the last 18 months with further acceleration planned over the next 12 months. This includes increased adoption of AI to help optimize speed and intuitiveness while maintaining ease of use for HR professionals, functional managers, and employees.

WorkBuzz has always believed that every voice matters, and reaching the deskless employee has long been a high priority. When considering that 90% of our clients have deskless employees making up over 40% of their workforce, it was clear that we needed to hone in on this sector.

Unlocking staff potential, especially for employees who are often the ‘face’ of a company, really matters. So, the ability to reach deskless employees — whether on the frontline, at a desk, in the field, or on the shop floor has been paramount in our product development and service ethos. It's staggering to think that 80% of the global workforce is deskless and yet only 1% of software is built with them in mind. Our new brand needed to reflect this with greater intensity and resonance.

An Icon That Inspires

When thinking about our logo, we looked at the use of iconography. We wanted to find a universal symbol that was timeless, easy to identify, and interpret but also represented the future needs and aspirations of our clients. The icon also had to reflect our belief to inspire positive change that focused on the hardworking and often unsung ‘Everyday Heroes’ who should be championed and celebrated for their dedication and hard work.

We chose two elements: the ‘star’ and the ‘peak’. Firstly, the ‘star’ reflects a universally accepted symbol of achievement, accomplishment, and leadership, success, transcends trends and is timeless in both its meaning and appeal. The ‘peak’ underpins the ‘star’ to represent a solid bedrock that motivates positive change encouraging organizations to become the best they can be.

An Identity That Moves Forward

Our brand promise consolidates our focus that, indeed, every employee's voice does matter and it’s important to listen to everyone across different areas of an organization. We are committed to harnessing the power of real-world employee insights for our clients and helping them make impactful changes to both their business and culture.

The WorkBuzz logo typography has also been modernized, updating our traditional orange with a new Nova Blue. We have also added a striking extended ‘Z’ as a dynamic visual reminder to continually innovate and move forward. We won’t stop in our commitment to create and deliver the best experience for our clients. Our people make the platform but our clients make WorkBuzz.

Let’s see what we can do together.

The world is constantly changing, and so is the workplace. For HR leaders, staying ahead of these shifts is crucial to building a stronger, more resilient organization. Gain evidence-based insights tailored for today’s evolving workforce, including strategies to effectively support deskless employees, by subscribing to The Employee Voice newsletter, powered by WorkBuzz.