Led brand and creative direction for Workvivo’s biggest product launch, from first concept to market.
Understanding the problem
Employee Insights started out as an add-on feature to the Workvivo platform - a cool feature that a lot of our audience and customers viewed as a “nice to have”. The company wanted to transform that small feature into a standalone platform and, for that, a rebrand was needed.
This rebrand included developing a new name, tagline, identity and visual system and I was appointed to take creative lead. I started by understanding the platform’s purpose, functionality, who it will serve and the problems it was designed to solve.
The big idea
Employee insights is a feature that allows managers to launch surveys, see employee sentiment, view engagement scores and have the ability to take action on employee feedback. It’s a platform focused on insight, clarity, listening and guidance and it's mission is to create positive change in the workplace for both employees and managers.
This exploration resulted in the name Seer by Workvivo. A “seer” is a person that is said to possess extraordinary insights. Seers are able to see things that other people cannot and, based on their observations, can provide otherwise unseen insights into current events or potential future outcomes.
The process
Seer became the company’s biggest product launch to date. Leading up to the launch, we created hype for the product through a “coming soon” campaign, eluding to the rebrand and ensuring our audience knew something big was on the way. The Seer launch included a large-scale rollout of creative and marketing assets across a wide range of channels, from social and web to PR, advertising, and sales enablement.
Owning the brand and leading the creative, I was able to operate at the heart of all Seer marketing initiatives. I ensured the story we were telling was consistent, while tailoring all of our brand messaging and creative outputs to each medium and channel we invested in.
The result
Momentum is such an important part of any brand launch. Post-launch, we focused on building the brand through maintaining energy, targeting specific audiences, building relationships with prospects, and creating brand awareness through customer advocacy initiatives.
We hosted our first ever Seer event in one of Zoom’s Executive Briefing Centers. By performing a brand takeover, we welcomed every attendee into a world of Seer, a world of extraordinary insights, and made sure every attendee not only felt the power of the brand in the moment, but left the event with a lasting impression of our product and team. We made Seer impossible to forget.