HYR's innovative mobile platform uses AI to hyper-efficiently connect traditional companies - like restaurants and bars - with independent labor to fill hourly paid shift work, on demand. Different to most shift work apps, HYR is primarily targeted at hourly paid shift workers with availability in their schedules who want to earn additional income, while also appealing to companies looking to benefit from the convenience of flex-scheduling to better meet their business demands. Community was asked to develop a brand for HYR, including new logo, brand story, advertising platform, and creative assets like web skin, app UX, and social media.
For the longest time, work has been perceived as something that comes at the expense of living. Because of that, we were left with two options: to live to work, or to work to live. Given the evolution of work and new expectations around work-life balance, we needed to portray the HYR brand so that, rather than another on-demand work app, it’s seen as a lifestyle brand. Ultimately, what we’re striving to create with HYR is a lifestyle brand driven by quality workers. Therefore, we must develop an aspirational brand that gets users thinking about what they would do with more time, and what they could do with more money.
HYR must be seen as a solution to the current workplace: a brand that’s an ally of workers, like Uber was positioned as an ally to taxi riders, and Airbnb was positioned as an ally to travellers.
HYR was an outstanding success, launching with a meticulously-conceived brand identity that breathed life into an industry seen as stale and corporate. The HYR platform received an impressive number of downloads right out of the gate and more importantly, transformed the idea how work can “work.”
822 Richmond Street West Toronto, Ontario (CA) M6J 1C9