8x8 is a brand that conveys motion
Connect Your Future
The core brand message was about going places; how to get from here to there. 8x8 was a catalyst that allowed businesses to migrate from legacy or obsolete communications tools into the future with a cloud-based unified communications platform with voice, video, chat and contact center functionality, all under one roof.
At 8x8, I was responsible for creating, managing, communicating and evolving the brand standards and messaging with my handy-dandy brand book as the single source of truth for all brand-related questions.
Understanding our customers and how to engage with them was the purpose of the brand book. It held all the secrets necessary for employees to know who we were talking to, what we should be saying and how to say it.
Well maybe it wasn’t that simple, but it was an excellent blueprint for all of our internal communications and marketing campaigns. Working with multiple brand leads and the VP of Global Brand & Marketing, I crafted this living/breathing document that continued to evolve as our business and customers did. Here are a few highlights from the brand messaging architecture:
8x8 has a unique perspective
With messaging defined in partnership with senior leadership, it was then my responsibility to determine how it should all come to life. Bringing consistency across all creative channels into a unified creative voice was accomplished by defined every detail encompassing logo usage, typography, color palettes, iconography, photography, UI patterns and the crowd-favorite ‘do not’ examples. I lead workshops explaining how these elements should be used, how they could be combined, how they influence each other and the reasons behind why they were decided in the first place. I also ensured any work performed outside of my creative team was held to the same creative standards as my own internal team.
8x8 is focused on people
Tying in messaging with visual brand elements was the purpose of defining these elusive details throughout the brand book. Whether it was a social campaign, advertising geo-blitz, email nurture campaign or a user journey spanning all of these channels, leading to our website, I helped thread the headlines, CTAs, imagery, design elements, and layouts together with my brand book as a blueprint. When something didn’t quite fit or there wasn’t a precedence, it was added or edited to ensure the brand book and brand itself were always aligned and current.
Most of all, I made sure the customer was always at the center of the story, showing authentic and aspirational visions of how our technology removes the obstacles of communication and allows customers to get things done.
One of my favorite projects of my career, the 8x8 brand book was a clean, modern approach to reaching customers in a consistent and meaningful way. Used by the entire company and partners/vendors to help bring consistency to the brand and ensure whenever audiences saw 8x8, they saw a reflection of themselves and hopefully a better way of working together.