Description:

Culture Amp is tech company focused on “improving the lives of 100 million people at work.” It’s one of the worlds leading employee engagement and analytics platforms, bringing psychology, technology and people together to understand how culture drives companies. But after pioneering the approach and defining their category, they found themselves swarmed by competitors who imitated their walk and talked their talk. Culture Amp needed to grow beyond its startup identity to match its newly found status as the ‘unicorn’ global tech leader. The employee engagement tool for performance and development of organisations to build a category-defining culture.

We repositioned Culture Amp to be people first, refocusing their brand on their greatest asset - their people and community. A new narrative speaks to the idea of “Human Literacy” compelling organisations who mastered languages of process, finance and technology to now master the language of humanity. The identity is a human-centric expression of the realities of work – the ups, downs, quirks, truths – aiming to demonstrate their unparalleled knowledge of people, culture and the science behind performance and well-being. The brand system evokes the human touch through bespoke typography; illustrations and photography that capture the idiosyncratic nature of work.

The bespoke typeface ‘Camper’ captures human ‘messiness’ and imperfection, but also human potential and personality. To do so, it mimics the subtle idiosyncrasies of the very individuals the brand speaks to and brings pops of distinctive hand-drawn personality, at just the right moments.