A new look for SD Worx: Introducing a brand that makes work work

SD Worx has grown over the years, and as organisations face more complex demands across HR, Pay & Time, it was time for our brand to reflect that reality. 

Featuring new colours, a more flexible logo system, and clearer visual language, our updated brand reflects a more accurate picture of what SD Worx does and why it matters.

This comes to life through a redesigned website, updated typography, and a consistent digital experience across platforms. The system is built to scale, making it easier to apply the brand across products, content and markets.

At its core, the basic idea is that SD Worx makes work work. That means aligning employers, workers and regulations through intelligent HR, Pay and Time solutions, so organisations can move forward with confidence. 

“Our new design system is fluid, connected, and modern. Built to move with the world, it provides a foundation for both SD Worx and our customers to keep creating and growing.” – Justine Kerr, Creative Agency Lead at SD Worx

“SD Worx has evolved by transforming the complexity of work into confidence for our customers. It was time for our brand to catch up.” – Ninia Daelman, Brand & Marketing Director at SD Worx

The refresh started from looking at the challenges organisations face today, from regulation and workforce shifts to technology and rising expectations. 

By collaborating with teams across product, UX, marketing and regions, we were able to shape a brand that reflects how we work today and how we support customers in practice.

It has created strong alignment internally and a shared sense of direction for where the brand goes next.

The updated design system is built to adapt across markets, audiences and contexts, reflecting how work itself continues to evolve.

The refresh is designed with a focus on SD Worx’s role as Europe’s backbone of work. Much of what keeps work running is unseen yet essential. 

From navigating local legislation to ensuring continuity in payroll and workforce management, we are the system that supports organisations every day across Europe. 

It is grounded in the key pillars our customers rely on – intelligent technology, deep expertise, reliable delivery and local knowledge.

This supports our ambition to be Europe’s leading HR, Pay and Time partner and reinforces our role as the backbone of work across European markets.

Bringing these elements together is what allows work to function as it should. This is the work behind work.