Across industries, HR leaders, business owners, and executives are confronting a new reality. As ADP is on the journey to better define themselves in today’s ever-shifting landscape of work, the new identity became an important focus.
At Havas NY, I was tasked to design a new visual identity system for ADP to set itself apart from the competition and tells a consistent brand story that could establish ADP as a leader in the industry. I conducted 300+ slides of competitive research to rationalize the new design system. By working closely with the creative technologists, I helped to incorporate AI in the design system to communicate that technology and innovation are at the core of ADP.
Across industries, HR leaders, business owners, and executives are confronting a new reality. As ADP is on the journey to better define themselves in today’s ever-shifting landscape of work, the new identity became an important focus. A modern brand identity is more than just a collection of elements, it’s a system that breathes life and expression to the company’s ethos.
We are redefining the ADP brand with the goal to become a brand of distinction, occupying a unique place in the minds of buyers and customers alike. The new visual identity system sets ADP apart from the competition and tells a consistent brand story establishing ADP as a leader.
Year:
2019
Client:
ADP
Agency:
Havas New York
Role:
Visual Design
To better reflect the world of work we crafted a robust system of elements that unify while providing a range of visual potential and expression. We refreshed our color palette, curated a rich photographic library, designed a dynamic shape library, and created a dynamic grid system as both an expressive and rationalizing force, like work itself. Our signature elements are our AI-assisted Data at Work visualizations and a proprietary type family.
To better reflect the world of work we crafted a robust system of elements that unify while providing a range of visual potential and expression. We refreshed our color palette, curated a rich photographic library, designed a dynamic shape library, and created a dynamic grid system as both an expressive and rationalizing force, like work itself. Our signature elements are our AI-assisted Data at Work visualizations and a proprietary type family.
Data
at Work
Data
at Work
Data
at Work
Data at Work
Data
at Work
To represent the invisible world of work: connective tissue of data, insights, analytics, and flow, we turned to a machine learning style transfer technique that is trained on an input style (using a sample of our visual language) to create uniquely branded video and imagery.
To represent the invisible world of work: connective tissue of data, insights, analytics, and flow, we turned to a machine learning style transfer technique that is trained on an input style (using a sample of our visual language) to create uniquely branded video and imagery.
To represent the invisible world of work: connective tissue of data, insights, analytics, and flow, we turned to a machine learning style transfer technique that is trained on an input style (using a sample of our visual language) to create uniquely branded video and imagery.
To represent the invisible world of work: connective tissue of data, insights, analytics, and flow, we turned to a machine learning style transfer technique that is trained on an input style (using a sample of our visual language) to create uniquely branded video and imagery.
Diagram to show how convolutional network works
Diagram to show how convolutional network works
Diagram to show how convolutional network works
Diagram to show how convolutional network works
Diagram to show how convolutional network works
Before / after AI style transfer
Before / after AI style transfer
Before / after AI style transfer
Before / after AI style transfer
Before / after AI style transfer
Taub Type
Taub Type
Taub Type
Taub Type
Taub Type
Typography is the means by which language is given form, so we created Taub Type to unify, express, and elevate our communications. Named after ADP’s founder Henry Taub, Taub Type is an uplifting, inventive, and empathetic custom type system: Taub Sans and Taub Display. These variable fonts were designed in partnership with Chester Jenkins and reflect a classically proportioned, low contrast design that is workmanlike, elegant and dynamic.
Taub Display draws its inspiration from the works of Karl Gerstner and Otl Aicher and was drawn on an offset pixel grid, which informs Taub Sans’ construction, and connects to our iconography and data visualization.
Color and Shape
Color and Shape
Color and Shape
Color and
Shape
Color and Shape
Our new palette is derived from a new ADP Red, slightly muted from the previous red. The mix of warms cools and neutrals present a range of visual expression: softer, harmonious, complementary yet vibrant.
Our new palette is derived from a new ADP Red, slightly muted from the previous red. The mix of warms cools and neutrals present a range of visual expression: softer, harmonious, complementary yet vibrant.
We crafted a library of shapes ranging from deliberately imperfect to meticulous. Each form can be both visually expressive and functional and used to create dynamic compositions. All of this serves as the foundation upon which we build new ways of working and interacting, giving us a design system that can grow and evolve with us.
We crafted a library of shapes ranging from deliberately imperfect to meticulous. Each form can be both visually expressive and functional and used to create dynamic compositions. All of this serves as the foundation upon which we build new ways of working and interacting, giving us a design system that can grow and evolve with us.
We crafted a library of shapes ranging from deliberately imperfect to meticulous. Each form can be both visually expressive and functional and used to create dynamic compositions. All of this serves as the foundation upon which we build new ways of working and interacting, giving us a design system that can grow and evolve with us.
