Notice Something New? The Workest Rebrand: Our Story

We’ve rebranded Workest to bring both Zenefits and Workest together at last. Workest: Work + Best.

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We've rebranded Workest to bring both Zenefits and Workest together at last. Workest: Work + Best.

Less than a year and a half ago we launched Workest. It started out as a simple and unknown brand that was intended to serve as a new voice of knowledge for the HR world.

Since that humble beginning, the Workest name and identity has grown tremendously. Every day over 40,000 people read or engage with some form of Workest content, everything from articles, tools, advice, and more.

This growth has propelled Workest to the forefront, and we felt like it was time to give it a proper branding experience that it always deserved.

Today, we’re excited to introduce the new Workest brand.

The new Workest brand takes elements from the previous visual elements and merges them with elements from Zenefits, the company/team behind Workest.

The biggest change is in our color palette and logo. Gone are the days of the ubiquitous Workest green seen everywhere on the website. You’ll now see the orange-red and navy/grey/blue color palette that’s more familiar at Zenefits.com. We also borrowed other design cues from our Zenefits style, creating a more energizing and vibrant brand experience.

The editorial mission of Workest has always been to create content, informative tools, and a community to empower small businesses (and their people) to do their best work. We think our new branding better reflects this mission as the team continues to focus on the issues, news, and topics that matter most to a small business and their people.

Here’s a huge shout out to the amazing creative team that made this rebrand project a success:

  • Bartosz Babel
  • Michal Nowakowski
  • Weronika Mikulska
  • Michael Cuellar
  • Harini Raghavan

The Evolution of Workest

Workest was conceived on the back of a napkin by Doug Sechrist and Kevin Marasco in early 2019. Dubbed “Project Pablo,” it was handed over to the Demand Gen team to turn it into something actual.

 

Since fall of 2019, Workest has grown into a trusted resource for over 50,000 subscribers and 20+ partners. Led by Andrea Curry and optimized by Nadene Evans, our content has always had one main mission: “Be there when small businesses need us, for whatever they need us for.” Our carefully chosen writers diligently research and curate content that we feel will fulfill this mission, and we now have over 2,300 articles driving millions of viewers.

We also want to recognize Jean Lee, our editor-at-large, and Brittany Goodliffe, who helps amplify and animate our content. Our amazing small business tools and resources are conceived by the incomparable Jean Spencer.

At Zenefits, our mission is to level the playing field for the other 99.7% — the underserved small businesses that fuel our economy. Here are a few ways Workest has informed the decisions of the small business community, and hopefully in doing so, have empowered the other 97%:

 

Let us know what you think of this new rebranding, and how Workest has empowered and inspired you to build the best possible workplace.

Just as we hope we’ve inspired you, thank you for inspiring us!

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