—— BLUE PRISM
Humanizing robotic process automation.
B2B BRAND VOICE & TONE
How do you help a 15-year-old organization retake their leadership in an industry they invented? That’s what we had to figure out for Blue Prism—the developers and providers of robotic process automation software. After figuring out exactly what that meant, we got to work with stakeholder interviews and a hefty competitive analysis. We learned that the British tone wasn’t working in the global market, they didn’t have an effective way to talk about the problem they solved. We had our work cut out for us.
From mouthful to meaningful
Robotic process automation, digital workforce, autonomous multi-skilled software robots, IT governance. Their messaging was a mouthful, and the way they talked about robots just felt plain intimidating. Regardless of how many words they used, one thing was true. Blue Prism made humans feel like the problem. With a little reframing and simplifying, we transformed a tech-centric brand into a more human one. It wasn’t about robots taking over jobs. It was about automating mundane tasks to let people focus on more meaningful work.
Made possible by the talented team at Owen Jones.
COPYWRITER
Alyson Burke
INTERN COPYWRITER
Grace Grim
CREATIVE DIRECTOR
Rusty Grim
ART DIRECTOR
Rachel Avallone