CASE STUDY 05 / BRAND STRATEGY + CREATIVE DIRECTION + DESIGN
Atlassian Jira Software Campaign
Design Lead for Jira intergrated marketing campaign targeting tech knowledge workers. Longest-running Jira IMC to date, delivering results 792% above goal at launch.
The Challenge
Atlassian is a software company that develops products for software developers and project managers. This integrated marketing campaign focused on Jira Software. I served as lead designer and was responsible for design and art direction ideation through completion.
Objective
Audience
Tech knowledge workers are a sub-set of larger knowledge worker groups. This sub-set is non-developers that work directly with or are part of technical/software teams. Product manager, product owner, program manager, project manager, scrum master, agile coach who have positive associations with Jira Software (JSW)
The what and why?
Develop an Integrated Marketing campaign that addresses unique pain points technical knowledge workers have been facing in 2020
Drive new interest, evals and adoption of Jira Software Cloud
Create a stronger brand identity with Jira as a work management platform that speaks directly to solving problems for tech knowledge workers and their teams
How will we measure success?
Evals are the primary measurement followed by entrances
Initial Concepts
Presented three potential visual directions to PMM stakeholders based on user-centric research and creative brainstorming
01 Developer Love
First concept to consider was a natural progression of the DevLove campaign that we ran previously in Q1. It would tap into a self-aware, dialed-up wink that performed well. This was a tired and true direction that would house well within our existing Jira brand. The question was does this feel special and unique enough, not only for this knowledge worker audience but also for the Jira brand?
02 Comforting / Oddly Satisfying
Second concept was comforting and oddly satisfying. We wanted to tap into that feeling when something just works and feels right. When iteration feels easy and anticipated. Highlighting aha moments rather than emphasizing pain points. Leaning into more monochrome colors and a 3D look and feel that we had just started exploring as a brand team.
03 Trusted and Approachable
Our third concept was focused on how Jira Software is the helping hand that PMs can rely on, as a warm and trustworthy, tried and true platform. With reality being so stressful, simple solutions are appreciated now more than ever. Leaning into bright and bold brand colors. Illustration and friendliness.
Visual Direction + Formula
Comforting / Oddly Satisfying with the goal to spark joy among the technical knowledge worker audience by speaking to the unexpectedly satisfying moments one experiences when using Jira Software features
Tactile 3D UI
Visually and emotionally satisfying through feature rich UI elements
Organization
Cultivate a of ease, interactivity and feeling that everything fits together just right
Abstracted UI
Secondary abstracted low fidelity UI elements set in layered planes
Monochromatic
Refreshing monochromatic color palette with intentional pop of complementary color
In partnership with another designer, we refined the visual formula, focusing on the specific UI elements we could feature within each 3D composition. The amount of work that goes into rendering in 3D meant I needed to solve for the compositions prior to rendering. This also forced us to decide if 3D was the most effective way to treat this campaign for this audience.
Product References
Know and share the value of your work
Burn down charts
Shown with guideline and other small chart elements
Automate your team’s peak new normal
Build from previous creative around the connectivity of items / icons
Rule builder elements
5+ international markets performing strongly
Outcomes at a Glance
792% above eval goal at launch
219.8% above entrances goal
147% entrances vs. adjusted goal (Feb 2021)
Roadmap your way out of the chaos
Roadmap bars
Dependencies and epics / sub-tasks shown as secondary elements
Trust: The Jira Imperative of 2020
Intangible quality but reference familiar with Jira board
UI icons, screen, or stats with satisfying arrangement of visual elements
3D Material Explorations + Compositions
When designing in 3D, materials, color, and lighting must be determined as part of the visual language. Below, our motion designer translated Atlassian brand colors across a play-doh sculptural material with chunky, rounded corners. Additionally, created a transparency exploration of acrylic and lighting mix.
Mid-fidelity sketches for Automation and Roadmaps, as well as initial Blender render explores with a grain texture to enhance the tactile, satisfying dynamic
Reporting Deliverables
Roadmaps Deliverables
Automation Deliverables
Trust Deliverables
Campaign Performance
Launched early December 2020 continues to see strong performance into April 2021. Evaluations (signups) are the primary metric for this campaign with Entrances (number of page visits) as secondary metric.
Initial metrics were significantly over performing goal (792% above eval goal and 219.8% above entrances goal)
Increased ad spend 150% from January to February 2020
An adjusted baseline was established early February by Performance Marketing to account for a new ad type that was resulting in January’s over performance
Adjusted baseline shows Entrances: 147% of goal for February 2020
As of February 2021, the campaign showed strong international success in Australia/New Zealand, Spain, India, Russia, and UK and stands as the longest running Jira IMC.
Performance from December 2020 through March 2021