Konica Minolta is on a journey towards becoming the leading innovator of workplace technology. Workplace Hub is the first step and a category defining intelligent solution that makes collaborating between people, places and devices simple and intuitive. The technology is complex, and the sector is often presented as cold and dull. The challenge was to explain Workplace Hub in simple everyday language whilst making it look human and welcoming. The identity also had to link to the existing Konica Minolta brand whilst positioning the organisation for evolution. It also had to be developed in real time alongside the idea.