The Cloud Complexity 
Report 2025

CAMPAIGN DESIGN | IDENTITY | DIGITAL ASSETS

Each year HashiCorp works with a 3rd party to survey companies that use or are considering cloud based infrastructure to find pain points and highlights for sales plays. In 2025 I lead the visual direction as it turned into a full fledged campaign, managing asset delivery and review with our videographer and external vendor for motion support. 

A core emotion I wanted to leverage was the the sensation of discovery. Looking at the visuals should make you think that there is something important in the data, a point of clarity in the challenges of cloud based infrastructure management. The internal reception was extremely positive and broke ground as the companies first comprehensive data driven report that was produced internally. 

The cornerstone of the visual direction of this campaign was the work I did in collaboration with the Brand Studio team for our integrated campaigns key art development that you can see in full here. By breaking the art down to simplified shapes and treatments I was able to more intensly explore the relationships between light and form that currently existed in the reference.

A logo for the campaign helped to differentiate it from both our brand, but also other campaigns. It alludes to greater significance, similiar to tech events like AWS, or our propietary conferences HashiConf and HashiDays. The campaign had originally started with the name "State of the Cloud 2025" before being updated to better reflect the messaging and positioning of the content to "The Cloud Complexity Report 2025". The final lockup (at the bottom) subtly incorporates treatments estabalished in the key art to estabalish a relationship between the logo and artwork.

60+

assets delivered

11

different kinds of assets

190+

verified leads generated

The final result was a body of materials that felt informative, without being dry, and maintained a cohesive visual tone throughout all the different touchpoints. The report used a modular grid system to maintain flexibility and a clear structure throughout. The light mode visuals in the report were repurposed for a sales deck that was more tactical in it's messaging. The social content positioning regularly leveraged HashiCorp as a reliable source of truth on the matter, we are THE infrastructure cloud company, so we know what matters to developers and leaders.