Acquia, the fastest growing software company in the world according to Inc. 500, and the leading cloud platform for building, delivering, and optimizing digital experiences with 3,500+ customers globally, contracted Blue Water for a messaging campaign to help with the launch of an array of new products.
After an intensive period of discovery and creative incubation, the team at Blue Water developed the “It’s a New Day” campaign, with concepts intentionally designed to disrupt audiences on all major steps in their respective digital journeys – top of the funnel, middle of the funnel, bottom of the funnel.
In addition, a campaign look & feel, “authentic, diverse, relatable, while conveying a sense of everyday life,” was developed to help express each concept and reinforce branding, plus serve as the creative counterpoint to a series of intentionally provocative headlines designed to disrupt.
The final concepts were rolled into a newly-designed style-guide, complete with new brand standards including typography, photography, typeface considerations, tone & voice, and more, including media extensions such as trade show signage and social media roll outs.
The new creative campaign to support the respective new product launches was well-received and is planned for global implementation in Q1, 2018.