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.
Rebranding efforts took 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, Head of Brand
We're bringing forward an unapologetic force with truly meaningful intention to make people's day-to-day work experiences better.
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 Brand & Design
Launching the new Aspect marks a fresh start, bridging that gap in a way that frontline workers are eager for.
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
...it's a commitment to doubling down on making world-class workforce management and engagement tech.
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.
