UKG unveils a global rebrand and new campaign called When Work Works Everything Works to highlight how workforce technology can improve employee engagement and business outcomes

Fort Lauderdale, Florida – UKG, the global leader in AI-driven HR, payroll, and workforce management, has unveiled a bold new identity and global brand campaign, “When Work Works, Everything Works,” signaling a major evolution in the company’s mission to unify HR, pay, and workforce management under a single, intelligent platform. This rebrand arrives at a critical moment for organizations worldwide, as hybrid work, frontline workforce complexity, and employee burnout challenge leaders to find new ways to engage and support their teams.

The campaign, which prominently features actor Adam Scott, star of the Emmy Award-winning series Severance, positions UKG not merely as a technology provider but as a partner helping organizations optimize the working experience for employees at every level—from the front office to the frontline. The initiative reflects UKG’s growing emphasis on AI-enabled workforce intelligence to guide smarter decisions, improve employee engagement, and foster resilience in organizations of all sizes.

“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 organizations. We’re not just imagining the future of work — we’re empowering companies, leaders, and their frontline employees as a Workforce Operating Platform with unparalleled insights from the world’s largest collection of work data to help enterprise and SMB organizations alike succeed.”

AI Insights Reducing Burnout

Central to the rebrand is UKG’s assertion that AI can be used not to replace employees but to empower them. New data from an upcoming survey spanning 10 countries and including over 8,200 frontline workers highlights the impact: employees who use AI report significantly lower burnout rates—41 percent—compared with 54 percent among those not using AI in their day-to-day work. By analyzing real-time insights from tens of millions of users daily, UKG aims to give leaders the tools to make more informed decisions regarding hiring, training, scheduling, and payroll while simultaneously enhancing engagement and job satisfaction.

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“Companies that create a culture of trust through positive workforce engagement simply perform better,” UKG notes, citing research from Great Place to Work®. High-trust organizations generate 8.5 times more revenue per employee than the U.S. market average, and cumulative stock market returns over 27 years are 3.5 times higher for companies recognized on the Fortune 100 Best Companies to Work For® list compared with the top 1,000 U.S. companies by market capitalization. This underscores UKG’s commitment to creating systems that not only optimize workflow but also strengthen trust and satisfaction across the workforce.

A New Creative Platform

At the center of the new campaign is the character of “Work” itself, a self-aware, approachable persona voiced by Adam Scott. Developed by Droga5, part of Accenture Song, the creative concept envisions work as an evolving character capable of improvement once it interacts with UKG’s solutions. This character-driven narrative demonstrates how organizations can navigate the complexities of modern work environments with smarter, more human-centered solutions.

“The greatest inspiration behind this campaign was the everyday struggle we all feel in pushing through the constant pressure of modern work,” said Mariano Jeger, Executive Creative Director at Droga5 New York. “We imagined what would happen if Work itself became a character. Not the version we are used to, but one that is more self-aware, slightly evolved, and even a little endearing. With the help of UKG and Adam Scott bringing it to life, we finally get to hear Work own up to its flaws and start figuring out how to make work work.”

The campaign will launch globally across multiple platforms, including film, audio, print, out-of-home advertising in major airports, paid and owned social media channels, and responsive digital displays. A series of creative outputs has been prepared, including an 80-second long-form film, a 60-second anthem, two 30-second spots, and a series of 15-second short-form videos, all directed by Ruffian’s Martin Krejčí. The campaign will also be prominently featured at UKG’s Aspire customer conference on November 3, 2025.

Visual Identity and Brand Evolution

Alongside the creative campaign, UKG has unveiled a modernized visual identity designed by FUNDAMENTALco. The refreshed logotype, typography, and color system aim to reflect connectivity, confidence, and sophistication, signaling UKG’s unified platform and forward-thinking approach to workforce management. The design language emphasizes clarity and ease of use, reinforcing the company’s positioning as a platform that makes work better for employees and managers alike.

“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. “UKG brings together the world’s largest collection of workforce and employee sentiment data — alongside insights, benchmarks, and best practices from the world’s greatest places to work — with an end-to-end workforce SaaS portfolio that solves for the needs of workforces of every size. This central purpose has served as the springboard for our new global brand platform and, moving forward, offers a filter for future business transformation across UKG.”

The refreshed visual identity and brand strategy also emphasize UKG’s mission to unify disparate HR and workforce systems into a single cohesive solution. By bringing together payroll, HR, workforce management, and AI agents, UKG aims to give organizations the ability to convert massive amounts of workforce data into actionable insights that support decision-making, drive engagement, and reduce operational inefficiencies.

Campaign Messaging and Cultural Relevance

The timing of the launch is particularly significant. Organizations across industries are struggling with hybrid work models, high employee turnover, and the challenges of supporting frontline teams who face high stress and burnout. By positioning itself as a partner that understands both the technology and the human side of work, UKG is signaling that its solutions are not only functional but empathetic.

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The campaign’s tagline, “When Work Works, Everything Works,” encapsulates this vision: when employees are engaged, supported, and given tools that reduce friction, businesses thrive, employees feel valued, and customers experience better service. Through this messaging, UKG hopes to reshape how companies think about workforce management, moving from transactional processes to strategic engagement that benefits everyone involved.

Sarah Hodges added, “Our new brand reflects the power of AI-enabled workforce intelligence to help leaders make smarter decisions, reduce burnout, and build more resilient organizations. We’re not just imagining the future of work — we’re empowering companies, leaders, and their frontline employees as a Workforce Operating Platform with unparalleled insights from the world’s largest collection of work data to help enterprise and SMB organizations alike succeed.”

UKG’s Global Impact

With tens of millions of daily users and billions of data points collected annually, UKG is uniquely positioned to provide both predictive and prescriptive insights across workforce planning, employee engagement, and operational efficiency. The platform’s AI agents and analytics tools allow leaders to anticipate workforce trends, optimize staffing, and create workplace conditions that improve retention and satisfaction.

In addition to its technology, UKG’s emphasis on building trust and engagement is informed by its research and benchmarking of leading organizations. High-trust companies consistently outperform peers, and UKG’s data-driven approach allows organizations of all sizes to replicate best practices and make evidence-based decisions. By integrating these insights into its AI-powered platform, UKG offers more than tools—it offers a blueprint for creating thriving workplaces in an era of uncertainty.

Looking Ahead

The global rebrand, creative campaign, and refreshed visual identity signal UKG’s commitment to remaining at the forefront of workforce technology while emphasizing the human elements of work. By combining data intelligence with empathy, the platform aims to reduce burnout, improve productivity, and ensure that frontline workers are equipped, supported, and empowered.

As the campaign rolls out across digital, social, print, and in-person channels, UKG is also highlighting its presence at industry events worldwide, bringing the message of workforce optimization and employee engagement to leaders across sectors. The Aspire customer conference will serve as the first major live showcase of the campaign, providing attendees with a chance to experience the new creative and brand identity firsthand.

In a moment when the nature of work is evolving faster than ever, UKG’s message is clear: technology alone is not enough. Success comes when organizations understand, support, and empower their workforce, and when leaders have the insights to act with confidence. With its unified Workforce Operating Platform, AI-enabled insights, and global brand relaunch, UKG aims to make the future of work not only manageable but transformative.

The launch of “When Work Works, Everything Works” represents more than a visual refresh or a creative campaign; it is a statement of UKG’s ongoing commitment to helping businesses, employees, and customers thrive in a complex, rapidly changing workplace. By putting both people and data at the center of work, UKG is redefining what it means to make work work for everyone.