WorkTerra
Workterra is a US-based, cloud-based benefits administration and enrollment platform designed to help HR teams, employers, brokers and carriers manage complex employee benefits. Its configurable system supports enrollment, reporting, compliance and data exchanges with payroll and insurance providers. CareerBuilder acquired Workterra in 2016 as part of its expansion from recruitment into broader human capital management solutions. I drove the evolution of the Workterra brand identity, developing a clearer, more distinctive and scalable visual system for the US market. The work included brand guidelines, visual language, marketing and sales assets, product communication, white papers, digital campaigns, UI touchpoints and event materials. The main challenge was to make a complex HR technology product feel accessible, human and confident without losing the credibility expected by benefits professionals. The identity needed to work consistently across product, content, sales and events, while translating a highly technical and compliance-driven offer into clear and engaging communication.