Deputy was created out of a need. As businesses grow, staffing needs multiply; scheduling shifts, managing time, tracking performance, and administration quickly become overwhelming. Deputy’s revolutionary approach to global workforce management is designed to empower both managers and their employees to live their best lives at work.
The team at Deputy really cares about helping these businesses be successful and employees feel welcomed. We got the opportunity to speak with customers firsthand in Australia and their enthusiasm for Deputy was clear. Deputy truly is the "second-in-command" for businesses and needed an identity that captured that.
Deputy's previous mark of a deputy's badge made sense as the "second-in-command" but failed to capture the empowering and inclusive nature of the organization. Our team conducted brainstorming exercises with the Deputy team on-site and with Deputy customers in Sydney. While the love of Deputy was obvious from our conversations, the identity was less memorable and called "authoritative, intimidating." The strong italic sans-serif logotype further cemented associations with law enforcement.
Through our brand strategy work, we were able to focus our efforts on making Deputy’s identity match the empowering and exceptional ethos of the organization.
We worked with the Deputy team to define their brand attributes as welcoming, intuitive, and trusted. From there, we began to develop a narrative around "a spark" - that special piece of Deputy that makes them so unlike other workforce management solutions.
— Jenny Craig
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