The campaign began as a localized effort to boost Workiva’s awareness in Europe. Partnering with our agency, we crafted clever metaphors and a flexible headline to quickly convey who we are. This process highlighted the need for a strong tagline and recognizable campaign creative.

Working directly with filmmakers and production, I contributed to creative direction for video ads to accompany our static ads. We mirrored the simplicity and bold graphic elements from the static ads, leaning into mid-day lighting with harsh shadows and vibrant light. This further drove cohesion in our visual campaign language, regardless of medium.

With a goal of 150 million annual brand impressions, we sought big opportunities, starting with Workiva’s 10-year IPO anniversary at the New York Stock Exchange. Our challenge: how could we turn a 20-second bell ringing into a major brand moment?

I expanded the campaign’s creative system to support high-impact moments like a 70-foot NYSE banner, a Times Square ad, a WSJ takeover, and a fully wrapped bus. By integrating our signature zesty green and thoughtfully expanding the use of abstracted platform illustrations, I established the building blocks for strong brand cohesion and recognition across OOH, digital, and print placements. Our efforts resulted in over 10.4 million impressions and over 7,000 visits to workiva.com, and ignited internal momentum to invest in our brand.

At our first major Climate Week presence, I aimed to match the impact of our NYSE event, this time spotlighting our ESG Solution and Carbon specifically while still maintaining a high Workiva brand visibility. To accomplish this, I planned our placements and the look and feel of each around the attendee journey from arriving at JFK airport all the way to the Workiva booth at the Javits Center. The result was a Workiva presence in NYC curated to sustainability professionals, and we even earned organic praise on LinkedIn from attendees for our strategically branded approach.

Following the success of activating at major brand moments, I extended the campaign’s visual identity down funnel with industry and solution teams, maintaining brand consistency while tailoring to specific audiences. We developed starter kits for industry and field events with the goal of creating a seamless and scalable brand experience for our prospects.