WorRC — Brand Identity

client

Smith Jones

service name

Branding

budget

£4000

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01.

Intro of case

WorRC is a non-profit group dedicated to advancing how organizations measure and understand their people. Through its Workforce Counts campaign and open set of principles, it is building shared standards for non-financial workforce reporting—helping employers, investors, and foundations use data on headcount, turnover, skills, and more in a clearer and more consistent way.

The programme is led by the Northwestern Pritzker School of Law, Chicago, who approached us to refresh their existing name, brand, and subsequent campaign and badge identities.

02.

Work challenges

The key challenge was to design an identity system that reflected the initiative’s mission of clarity, transparency, and inclusivity.
The new brand needed to:

Refresh the existing name and campaign identity with a professional feel

Create a consistent badge system that could be easily recognized

Ensure the design looked open-source, accessible, and neutral

Build trust and credibility among diverse audiences

03.

Main result

Discovery & Research – We began by analyzing the existing brand assets and understanding WorRC’s mission, audience, and communication goals.

Brand Strategy & Identity – A refreshed visual identity was created, centered around transparency and order. The system uses clear typography, structured layouts, and an inclusive design approach to reflect WorRC’s open principles.

Campaign & Badge Design – We designed campaign materials and a flexible badge system that reinforced credibility while remaining simple and accessible.

Implementation – The new identity was rolled out across the Workforce Counts campaign and supporting materials, delivering a cohesive, trustworthy, and open-source inspired brand presence that elevated WorRC’s mission.

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