Aspect puts people first. This brand revival wouldn't have been possible without talented and dedicated people behind the wheel.
Reviving the Aspect brand didn’t happen with the wave of a magic wand. The team worked tirelessly to develop more than a new brand image; they’ve worked to build a new vision for workforce management.
This rebranding effort required hard work from dozens of team members, more than could be highlighted in one blog post. A few key team members gave their thoughts about what’s excited them the most about the rebrand and what’s been the most fulfilling part of the process so far.
Gillian, Director of Brand Marketing
I can't decide if I'm most excited about how our team is championing the rebrand or where we now get to stand within the market. We're doing things differently in a space that really needs that. We're bringing forward an unapologetic force with truly meaningful intention to make people's day-to-day work experiences better. We've created a brand that not only embodies that energy but brings forward a human element to workforce technology.
Sharing the work with the greater organization, some folks who have worked for the company (FKA "Aspect") for over 20 years, has been an absolute highlight. Getting their blessing and (literal) hugs about it makes it all so rewarding. This rebrand also feels like a great moment for our team, a chance to celebrate what gets us out of bed in the morning (which is building something big for the future of the workforce, of course).
Alexander, Director of Design
So much has changed in how we live and work over the last five years, but workforce tools and brands haven’t kept up—most feel stuck in the past. Launching the new Aspect marks a fresh start, bridging that gap in a way that frontline workers are eager for. It’s a signal of change that’s long overdue.
I love brand-building because it’s all about assembling and aligning creative teams. Being trusted to bring together and guide the small (and powerful) group of designers, writers, and technologists that brought this brand to life has been the most fulfilling part. They’re an unbelievably talented group, and I’m excited to continue this journey with them as we move into the next chapter of brand growth.
Derek, Director of Product Marketing
I'm excited about the boldness of our tone as we refresh a strong brand respected for decades. It's more than just a color palette; it's a commitment to doubling down on making world-class workforce management and engagement tech. Not only are we reinvigorating our time-tested enterprise suite of products, but we're also building a product of the future.
Determining the product messaging has been the most fulfilling process thus far. I feel like my team is being handed this baton to carry for the next leg of the race. We get to evaluate the circumstances of the now, alongside the successes and lessons of the past, and build narratives with our new vision.
Henry, Senior Product Designer
I am so excited to see how the rebrand has brought a needed and welcomed breath of fresh air into an otherwise complicated and technical product. Working on the product design team, I've enjoyed seeing how the rebrand has allowed us to rethink how our tools can better serve the needs of employees. I’m particularly excited about the potential to create a more intuitive, empathetic user experience driven by the brand’s belief in strong human communication.
The most fulfilling aspect of this rebrand for me has been the challenge of translating the company’s optimistic and human-centered values into the design of our new workforce management tool. Being able to design through the lens of these values has allowed us to focus our attention on creating user experiences that are not only highly functional but also deeply empathetic.
Young, Senior Product Designer
What excites me most about the new Aspect branding is the optimistic and smart vibe, it feels like a fresh burst of energy, which is exciting!
As someone in product, I’m looking forward to incorporating the logo and colors into our design to align with the branding. It’s essential for giving our users a sense of the product’s personality. This helps bring the product to life and shows users that there’s a dedicated team behind it to support them.
Elio, VP of Customer Success
What excites me the most about this rebrand is the opportunity to redefine our identity and connect more deeply with our audience. This rebrand allows us to align our visual and messaging elements with our core values and mission, ensuring that every interaction reflects who we truly are. It’s a chance to innovate and refresh our image in a rapidly changing market.
The most fulfilling part of this rebrand and launch for me has been developing and implementing our customer success initiatives. These initiatives are designed to ensure that our clients get the maximum value from their investment in Aspect. By focusing on personalized support, comprehensive training programs, or onsite discovery workshops, we look forward to understanding how are customers are using Aspect today and how they could get even better results!
Ian, Director of Strategic Solutions
I am excited to see our customer’s reaction to not only the return of the iconic Aspect brand, but how the upcoming release of our new workforce agent experience will shape workdays for employees. I feel honored to be apart of building a brighter future of work and I cannot wait to collaborate with our customers to make it a reality.
Royce, VP of Product
I’m most excited for the opportunity. We have an opportunity to delight our customers and front-line employees with intuitive technology that makes scheduling, performance, and forecasting smarter. With the rebrand, we want to double down on our promise and continue to build customer trust.
Caleb, Product Manager
The new Aspect is a fresh take on an old classic. It takes the nostalgia of a beloved brand and creates a modern, elegant approach ready to drive us forward. It will not only motivate our current customers and potential customers, but it will also reinvigorate our team!
Getting to explore new ideas that will revolutionize the industry has been fulfilling. We're not just here to rebrand, but also explore the possibilities ahead of us. Everyone should be excited for that!
A company-wide meeting was held in August to announce the return of Aspect and highlight the hard work that’s happened over the last few months.
Needless to say, the response was overwhelmingly positive.
What’s next for the Aspect team? Sign up for our newsletter to stay in the loop on product updates and explore our demo options to learn more about our suite of workforce tools.
