Claire Allison
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Workiva: Where your most important work comes together

In 2025, I led creative development, expansion, and enablement of Workiva’s flagship brand campaign. Driving the idea from concept to full execution, I collaborated closely with our agency partner Pentagram, 3D illustrator Leo Natsume, and our cross-functional internal team.

After conducting brand research with global research company Ipsos, insights suggested a need to focus not only on brand awareness, but also on brand consideration. With this global initiative, we evolved our brand vision to drive clarity around the category of assured integrated reporting.

 

The power of the intersection

Our previous year’s campaign tagline, Where your most important work happens, established Workiva as a reporting platform but lacked a clear value message. Updating happens to comes together highlighted our differentiator and unlocked broader creative potential.

Amoebas are a core, recognizable foundational element of the Workvia brand. Historically, they coexisted in a composition, but occupied separate space. In this campaign, we brought them together to create an intersection, a space where we can demonstrate the value of unified reporting. The intersection became a visual mechanism to reveal the power of our platform.

 
 
 

Creating an illustration world

While the intersection anchored our campaign visually, we needed a way to illustrate our message within that space—something both creatively intriguing and instantly meaningful. Workiva had never used narrative illustration as a core brand element, and previous explorations were intentionally flat. Embracing 3D illustration allowed us to maintain ties to our core brand while reimagining it in a fresh, dynamic world.



To establish our style and build our illustration library for launch, I worked closely with 3D illustrator Leo Natsume. As the Workiva subject matter expert, I developed initial sketches and curated style references to ensure the right visual balance. My goal was to capture the brand’s vibrancy through color while introducing sophistication and warmth with texture and form.

Final illustrations

 

How it comes together

Working alongside Pentagram, we developed OOH concepts, static and animated digital ad templates, a refreshed workiva.com homepage, and a sizzle reel to launch the campaign internally. Considering prior brand research, we aligned message and visual pairings to key decision-maker considerations, with clear paths to scale assets both globally and down funnel.

 
 
 
 

Agency partners: Pentagram, Godfrey Dadich Partners, Amp
Illustrator: Leo Natsume
Team: Claire Allison, Abby Munn, Craig Pelz, Tyler Perry, Alexis Xuconoxtli, Joel Brewer, Brett Houston, Katie Karr