On June 23rd 2023, GSoft announced to the world its new identity: Workleap. Of course, this change wasn't decided overnight. As a Senior Copywriter at GSof- well, Workle- although it was still called GSoft at that point- anyways, as someone working for them, I learned about this new brand direction about 4 months prior, in February. That wasn't a lot of time to build a whole new brand.

I was quickly invited to be part of the creative team to figure out Workleap's new voice and tone. We had to build on GSoft's family of products, keep what was working, discard what wasn't, and fill up the rest. That made for some serious post-its brainsesh. My faves.

From there, we were able to establish a new brandbook. And from there, we were able to create the first pieces of content presenting Workleap to the world. Underneath is our launch at Collision, a major tech conference in Toronto.

Of course, my work involved many other kinds campaigns after the launch of Workleap into the software sphere.