Crown Workforce Management is to get a ‘brand’ new look with a corporate identity that reflects its people-focused approach to doing business.
The rebrand, which is being undertaken in Crown’s 30th anniversary year, is intended to reflect the company’s trusted and forward-thinking approach and its partnership working across a variety of sectors.
The introduction of a workforce management system helps organisations maximise investment in their workforce: in short, using its resources effectively and efficiently so that they are in the best position to deliver first-class services and products.
David Hughes, Crown’s Head of Marketing, said that ultimately, the ability to help organisations achieve their optimum was the essence of the new brand and its strapline – Inspired workforce management.
“We help police forces create safer communities, we help manufacturers produce world class products, we help service providers focus on the needs of their customers. That’s what we call inspired workforce management.”
He said that within the competitive market for workforce management systems, particularly for those addressing larger organisations, it has been perceived that there is little difference in terms of functionality between the software products available.
“We wanted to demonstrate what was different about Crown. Our customers believe in us because we have a technical solution to help address issues or problems that we can adapt to meet their specific requirements but most importantly, it is our people that make the difference.
“They listen to what the prospective customer needs, and expertly convey how our software can be applied within their business environment to achieve the changes needed to make a difference,” he added.
The new look incorporates a new visual identifier of a crown, representing the connections made in managing people, within a hexagon – an inherently technological symbol, known for its efficiency and strength.
Crown Managing Director, Mike Hawkesford, said: “It’s fitting that we are undertaking a refresh of our identity in our 30th anniversary year. As a company, we have evolved and undertaken significant steps to achieve cultural change. We started out as a software business but we are now so much more. We enable organisations to meet their objectives through the best use of their most valuable asset – their people – and we are able to do that through the expertise and customer focus of our own teams.”