Blue Prism
Humanizing robotic process automation.
COMPETITIVE ANALYSIS
BRAND POSITIONING
BRAND VOICE DEVELOPMENT
BRAND GUIDELINES
OOH MESSAGING
Blue Prism is a pioneer in robotic process automation (RPA) software—a platform that helps companies automate repetitive tasks and streamline operations with digital workers. For over 15 years, they’ve been credited with creating the RPA category, but as competitors multiplied, their leadership position began to blur.
THE CHALLENGE
Rebrand and reposition Blue Prism to reclaim the industry they invented.
Turning category clutter into a clear advantage.
Through stakeholder interviews and a deep competitive analysis, we uncovered two big issues. First, their overly technical, distinctly British tone wasn’t resonating in global markets. Second, their messaging was overloaded with jargon: autonomous multi-skilled software robots, IT governance, robotic operating models, digital workforces. Blue Prism’s story was intimidating, not inspiring.
But here’s the kicker: they weren’t alone. Dense, jargon-heavy language was the industry norm, making the entire category feel cold, inaccessible, and inhuman. We saw an opportunity for Blue Prism to stand apart with a voice that was simpler, warmer, and more human. After all, you don’t need big words to sound like an expert.
THE KEY MESSAGE
Blue Prism empowers teams to trade menial tasks for more meaningful work.
Automation made approachable.
By shifting from a tech-first lens to a human-first one, we helped Blue Prism reclaim its role as the approachable authority in a crowded category. Their new brand voice made automation less intimidating, more inspiring, and unmistakably theirs.
Made possible by the team at Owen Jones.
COPYWRITER
Alyson Burke
CREATIVE DIRECTOR
Rusty Grim
ART DIRECTOR
Rachel Avallone