UKG: Bringing together two HR leaders for a unified future​ ​

by Lippincott

In the case of Ultimate Software and Kronos, the HR solutions leaders shared strong cultures and reputations as two of the country’s top places to work. They also shared the challenges of merging in the midst of a pandemic. Enter Lippincott.​

Company leadership chose Lippincott to create a brand strategy and identity that would imbue the key aspects of both legacies into a strong foundation and would generate immediate momentum going forward. To tackle the challenges of a launch during COVID-19 pandemic, with its lack of in-person interaction, Lippincott employed a highly agile approach to ensure that the launch and activation of the brand strategy and visual system would rally employees around a compelling purpose in new and meaningful ways.​

Building a fresh, modern and purpose-led brand required close partnership with the Ultimate Software and Kronos teams on every dimension of the new brand: name, tagline, brand platform and architecture, visual system, and brand voice, along with an activation plan that would bring these elements to life. Through the process of discovery and interviews spanning both internal and external audiences, we were able to capture our driving insight: the unique strength of the combined organization came from its position at the intersection of humanity and rigor. ​

This pivotal perspective laid the foundation for the new brand’s positioning.​

We then developed the purpose statement, “When you put people first, inspired results follow,” evocative of how the combined business would create success for itself and for its customers. The statement also echoes brand language from each of the legacy companies, strengthening continuity even as they move into a new future together.​

In parallel, we explored different name options that would rally employees and signal the unity of Ultimate Software. The chosen name, UKG, or Ultimate Kronos...

Prize

Silver in Services - Other 2022

Bronze in Branding 2022

Created by:

Lead Designer

Brendán Murphy

Design Company

Lippincott

Profile Website

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Project Website

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Client

UKG

Design Team

Brendán Murphy, Senior Partner, Design, Rose Baki, Senior Partner, Strategy, Shelby Hawker, Senior Partner, Strategy, Aurelio Saiz, Partner, Design...

Credits

Entrant Companies

Lippincott, US

Advertisers

UKG, US

Individual Credits

Senior Partner, Design: Brendán Murphy
Senior Partner, Strategy: Rose Baki
Senior Partner, Strategy: Shelby Hawker