8x8 is a cloud communication and collaboration platform that provides voice, video, messaging, and contact center solutions for businesses of all sizes. To support the launch of X Series products in the middle of a branding update, new collateral would need to be impactful while staying informative about the direction of the brand's new development.
- Clarity first – It is crucial to communicate clearly. We prioritized clarity throughout the design process to optimize the delivery of brand messaging.
- Drive engagement – To cut through the noise of a crowded market, we made sure that the collateral would offer the audience plenty of visual and interactive interest.
- Stay nimble – We kept the visual expression conceptually simple and flexible knowing the brand was evolving.
Working closely with the 8x8 marketing team, we created a suite of new collateral including a high-impact microsite, presentations, ebooks, among other digital assets, to support the launch of the X Series products.
Making a statement
With bold graphics and typography, we created a visual experience with a clear hierarchy, helping to guide the viewer's their attentions based on content and interaction requirements.
Every user interaction had a purpose. For downloadables as lead generators, we built a lightweight pop-up quiz to help the user determine their organization's cloud engagement maturity level before requesting detailed product information. This gave the marketing and sales teams additional information for follow-up action plans.
As the brand evolved, so did the brand visual expressions. From event landing pages to digital banners, new graphic elements and treatments were gradually built into the brand visual system.