Brand Refresh for Apptio

An brand refresh for the multinational technology budget and planning company.

 
 
 

The Challenge


Apptio had spent the last 12 years creating the Technology Business Management category and building a solid base of loyal customers. As they continued to expand, the company needed to refresh their brand with a consistent visual concept that could grow and evolve with the company.

 

The Solution

I collaborated with multiple teams and groups across the organization to develop a system of fonts, colors, visuals and templates that could be applied to web pages, digital assets, events, printed content and even Apptio’s products. The result was a cohesive brand across the entire company.

 
 
 
 


Guidance was created across the complete brand, including colors, fonts, icons, and photography. This allowed the entire company to align with the refreshed branding.

View the full brand guidelines for Apptio.

 
 
 
 


A primary brand visual, nicknamed “data art”, was developed that represents the large amounts of data that Apptio’s products organize for their customers.

 
 
 
 

Extensive content templates were created. These templates included a versatile grid system and guidance for type treatments and sample layouts. This allowed the creative team to easily flow in copy, giving them more time to focus on the compelling visuals.

 
 
 
 

These content templates also allowed for pull quotes, large stats, photography and other elements that would add variety and interest to the pages of text.

 
 
 
 

Templates for social media were also created to promote events and content across different online platforms. These social media designs were also a great place to showcase different interpretations of Apptio’s “data art” visuals.

 
 
 
 

A series of posters representing Apptio and each of the company’s products were created and displayed in office meeting rooms and at events.

 
 
 
 

A presentation template was built that included core slide designs to represent key topics, as well as multiple templates used to build custom slides.

 
 
 
 

Trade-show and event booths were an eye-catching opportunity to showcase the brand’s bold color palette and visuals.

 
 
 
 

Pull-up Banners were created to ensure that Apptio had a strong brand presence at smaller events and meetings.

 
 
 
 

Custom apparel was created so Apptio employees could quickly and easily be identified at events.

 
 
 
 

Stickers and swag were designed and given out at trade-shows and events allowing customers to showcase their love for Apptio products in a fun way.

 
 
 
 

A brand campaign was developed, nicknamed “the human side of data”, this campaign used halftone portraits of customers to show how Apptio’s products bring all of our customers’ data together to work for them.

 
 
 
 

A video was created to visualize the brand message and bring the problems that Apptio’s customers face to life.