Massachusetts, United States – UKG has launched a new global brand identity and campaign, “When Work Works, Everything Works,” marking a fresh step in its journey to make work more human.
The HR, pay, and workforce management company describes its evolution as a unified ‘Workforce Operating Platform’—bringing HR, payroll, AI, and workforce intelligence together to help organisations thrive.
The campaign, created by Droga5, part of Accenture Song, stars Severance actor Adam Scott as the voice of “Work” itself—a self-aware character learning how to do better.
The lighthearted take underscores UKG’s belief that when work improves for people, it improves for business too.
“With an unmatched understanding of today’s global workforce, UKG is redefining what’s possible for our customers,” said Sarah Hodges, chief marketing officer at UKG.
“Our new brand reflects the power of AI-enabled workforce intelligence to help leaders make smarter decisions, reduce burnout, and build more resilient organisations. We’re not just imagining the future of work—we’re empowering companies, leaders, and their frontline employees,’ she added.
UKG’s upcoming survey of 8,200 frontline workers across ten countries found that employees using AI report less burnout—41% compared with 54% for those who do not.
The data highlights how smart technology can support, rather than replace, the people behind every business.
The company’s new visual identity, developed by FUNDAMENTALco, features a modern logotype, refined typography, and a connected design language built around clarity, confidence, and empathy.
“The value creation strategy developed by FUNDAMENTALco positions UKG as the preferred technology partner putting workforce understanding to work,” said Ben Brown, head of strategy at FUNDAMENTALco.
Directed by Martin Krejčí, the global campaign will run across film, digital, and social platforms, debuting at the UKG Aspire conference on November 3, 2025.
