Workday
A brighter outlook on the 9-5.
Workday—a leader in enterprise software—is building the systems that will shape the workplace of tomorrow, while advancing AI and machine learning in exciting new ways. As they redefine the industry, both the brand and company have reached a major turning point. With this shift came a need to sharpen their message, clarify what makes them stand out, and set a clear path for the brand’s future.
Workday brings together the precision and vision needed to run global financials, with the optimism and flexibility required to handle the humanness of HR. Through it all, the new Workday brand radiates the energy of a bright new day—a fresh, joyful approach to B2B enterprise software that’s truly one of a kind.
Through hands-on exploration, we uncovered some core insights—like shifting attitudes toward tech and evolving workplace trends after the pandemic. We built a solid relationship with our Workday team members, diving deep into their work process to discover what truly drives their customers, and the unique elements that make up Workday’s culture. These raw insights provided the building blocks to shape a fresh perspective for the brand.
From the start, it was clear, even at the impressive scale they operate and the serious nature of their services, the company has a rare blend of joy and approachability in its approach to work. It’s an organization buzzing with positivity, and has a real passion for making a difference. A place that prioritizes people while making an impact, challenging norms and earning trust along the way.
Keeping this in mind, we were excited to put these insights into action, creating scenarios that stretched Workday’s approach, and explored what it truly means to love your 9-5.
Just like Workday, we believe the office can be a fun and energetic environment: that Monday mornings can spark excitement, and people should be given an opportunity to live work life to the fullest. With this perspective the idea ‘Inspire a Brighter Workday for All’ was born. This playful theme opened up a new creative world that captures Workday’s drive to redefine the future of work, and the genuine joy they bring to it every day.
Grounded in the core values of the business, we created principles to guide Workday’s brand expression across every practical and impactful touchpoint. These traits—Earnest, Powerful, Pioneering, and Jubilant—became the foundation for a creative system that balances playful energy with sophistication and genuine care. Not just for their clients’ financial success but for their wellbeing, too.
From this flexible foundation, Workday now has the range to speak with technical authority on expansive SaaS models, bring visual optimism to inspire healthy work environments, and expand on the future of work.
Rather than starting from scratch, we focused on refining and elevating Workday’s iconic sunrise, while modernizing the type. The redrawn logo strikes the perfect balance, elevating Workday’s strength as an industry leader, while elevating its lighthearted, people-first approach. The soft, arching curves in the logotype bring warmth and approachability, reflecting Workday’s commitment to human connection, alongside technical precision.
With a customer portfolio spanning a multitude of industries, the art direction shifted focus from the well-worn behind-the-scenes boardroom meetings, to focus on the everyday experiences of decision-makers and entry-level employees alike. Our aim again was to unite all levels of the company with the shared vision: a brighter workday for all.
Building on the brand’s core idea, we created a dynamic field of color inspired by the rhythms of a workday. Warm hues evoke the soft glow of sunrise, bright tones capture the shimmer of midday, and cool shades reflect the calm of dusk. This palette introduces core gradients with distinct, thoughtfully cropped designs that soften the overly-blue tones typical of corporate financial systems, transforming the workday into a genuinely warm and inviting environment.
Weighed down by years of ad-hoc additions, Workday’s icon library was overdue for a simplified approach. We brought a clean intentionality to the style, and created a clear visual guide for the consistent construction of icons moving forward.
Simultaneously, the overly expansive illustration library paved the way for mixed message and role, allowing Workmates to become overly reliant on fully-illustrated storytelling. Koto’s approach prioritizes photography, relying far less on illustrations to carry the visual load. Illustrations are now reserved for small, powerful moments of storytelling, capturing the joyful and everyday moments of work in a subtly impactful way.
It’s rare for a company’s culture, name, industry, and vision to align so perfectly. Workday’s goal is to elevate work beyond the typical 9-5, and into a brighter, more inspiring vision. Something we at Koto try to live everyday.
Our hope is that the new Workday brand serves as a platform to inspire and elevate—allowing space for people to be the best at what they do. Every workday.
High fives all round to the amazing Workday team, particularly Eugene Bordegaray, Beth Martinez, John Deignan, Thomas Hutchings, Anna Godfrey, and Christy Tomita, who have been the most incredible partners since 2023.
Our work would not be the same without your partnership.
Thank you for trusting us.
