Ordio
How we help an upcoming workforce management software provider come of age.
Ordio is one of Germany's leading providers of workforce management software. As part of a comprehensive funding round, the goal was to professionalize the company, drive technical innovation and – our part of the brief – strengthen its external perception. The objective: to shed the familiar underdog image in favour of a more mature presence that sends strong signals to both competitors and target audiences.
We started by running a series of workshops with key stakeholders from management, marketing, sales and the founding team – using these conversations to jointly develop a new brand foundation, core values and initial design principles. The values "Souverän. Einfach. Voraus." have since nurtured a new sense of identity and form the basis for all everyday micro-decisions. The new attitude is also reflected in the brand claim. Here, the warmth and human connection of deskless industries was paired with a promise of technical efficiency – resonating with both small and large partners alike.
Claim
Interpretation 1
Automation for people.
Ordio automates the processes around workforce management – so people can get back to what they're actually there for. The product takes on complexity, not the person.
Interpretation 2
Thinking of people as a system.
Businesses aren't machines – but they can run like well-oiled ones. "Automating People" describes the ambition to make human organisation so efficient that it sustains itself. And that, in the end, is what every operator wants.
Interpretation 3
We are the "Automating People".
Behind Ordio is a team that lives the spirit – and shares it with others through the software. "We are the ones doing the automating." The brand becomes personified, building trust. Trust that someone is thinking along with you – and one step ahead.
As part of a new homepage design, we put the developed content to work and positioned Ordio within its competitive landscape with renewed confidence. Particularly noteworthy is the new authentic visual language and the way software is integrated into the communication. In combination, the result feels both approachable and technical enough to support a market leader claim in the relevant segment.
A first high-impact debut of this new self-image took place at Internorga, the international trade fair for hospitality and foodservice, for which we conceived and executed the trade fair stand. The stand was dominated by a giant 9x3m screen, which we filled with a powerful animation. At the centre of the animation stood the trinity of Automating People, Operations and Payroll. The tonality was deliberately dark and slightly threatening – sending a clear signal of strength to the industry and competitors alike.
“Aus der Gastro für alle Branchen”, Ordio has always been a playful brand – one that enjoys interaction, merch, stickers, handouts and all things analogue. In that spirit, and in keeping with the new tonality, we also equipped staff at the trade fair with corresponding assets.
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