Language.work

A marketing campaign designed to raise awareness of remote-work challenges affecting tech companies and individual contributors, positioning Qatalog as a better alternative.

Client

Qatalog

Themes

Productivity

Year

2021

Problem and Context

As remote and hybrid work became the new normal, companies decided to invest more in workplace software that would help keep their employees connected. Instead, employees found themselves overwhelmed by multiple disconnected tools, fragmented information, context switiching and duplication. While these frustrations were common, there was almost no data connecting them to a broader workplace problem or a solution.

Qatalog needed to establish this as an industry-wide challenge to position it's product as part of the solution. Rather than leading with product features, we set out to educate the market using original research, helping the HR leaders and decision makers recognise the hidden cost of fragmented work.

The Challenge:

Create awareness around the problem of fragmented work and position Qatalog as a thought leader offering a people-first approach to knowledge management and collaboration.

Process

After Qatalog partnered with Cornell University's Ellis Idea Lab to conduct the research, I started exploring what the visual identity for the campaign could look like, taking into consideration it needed to feel true to the brand while being bold enough to stand out in a crowded B2B space and leave a lasting impression.

I designed a cohesive visual identity that carried the campaign across every touchpoint, including: