Peopleway partners with Designit to evolve its brand and business proposition
The development is the latest in a strategic design partnership lasting over a decade
5th October, 2023 - Peopleway, the global people measurement solution provider, is repositioning as an AI-led human behavior product specialist with end-to-end brand strategy from Wipro-owned global experience innovation consultancy Designit.
Peopleway, which has firm roots in behavioral psychology and a strong legacy in human behavioral measurement, is repositioning to evolve its offering from simply understanding human behavior to instead actively accelerating the human behaviors that drive positive business outcomes. This move coincides with the launch of its new cloud-based AI solution, built to help companies in the financial sector improve fraud, efficiency, subrogation, and sales performance by guiding employees precisely how, when, and where needed to promote high-performing behaviors.
Charged with building an end-to-end rework of Peopleway's brand identity, Designit sought to cut through the complicated conversations around human behavior and the inner workings of artificial intelligence and instead communicate what Peopleway stood for in accessible terms.
Speaking on the brand redesign, Jakob Holmberg Chrøis, Senior Brand Designer, Designit, said, “Our remit for Peopleway far exceeded a typical design brief. We had to understand the incredibly complex environment they operate in and communicate their new identity in a way that pays homage to the brand's heritage.
“If you aren't au fait with the ins and outs of machine learning and behavioral analytics, it's a challenging world to understand. We wanted every touchpoint of the brand to be a considered effort to communicate Peopleway's expertise and offering. The pictorial mark represents both the way a machine learning model parses information and how neurons work in the brain; this metaphor is also carried through into the bespoke animations we designed. The brand colors, language guides, and even photography rules further help to reinforce this message almost analogously to how Peopleway's offering itself reinforces behavior.”
Lars Julin, founder and CEO of Peopleway, added, “Fundamentally, we believe that despite the furor around the power of artificial intelligence, the most powerful driving force in any business is still human. That's not to say that the human element can't be enhanced, which is precisely what we're trying to achieve. By combining our heritage in behavioral analytics and proprietary AI models, we aim to identify the differentiating behaviors driving business results and to enshrine those behaviors throughout the workforce.
This new chapter for Peopleway is quite a full circle moment for me personally. In my university days, I studied neuroscience and artificial intelligence from a neuropsychological perspective. I understand this world very well, but I'm also cognizant of how difficult a field it is to understand.”