HashiCorp Integrated Campaigns

CAMPAIGN DESIGN | IDENTITY | DIGITAL ASSETS

At HashiCorp our campaigns typically rotated on a quarterly basis. Our team regularly faced the challenge of having to re-invent the brand core visuals without consistent messaging, creating a hodgepodge of treatments. Over the 1.5 years I had been there at this point, brand divergence was very clear, and extremely problematic. At the start of 2025 I led an initiative for a set of evergreen visuals that would last throughout the calendar year. These could be used for later campaigns as a source of truth for our current identity, such as The Cloud Complexity Report.

We typically sell to three types of audiences.
1. Business Decision Makers (BDM)
2. Technical Decision Makers (TDM)
3. Practitioners

The new keyart for all our Integrated campaigns had a consistent through line both in treatment and subliminal messaging. We used our flooded with light aesthetic to make the work evocative, a sense of awe and clarity in the darkness of infrastructure management. The work itself was a cohesive family, as if looking further into the artwork you could see how BDM insights lead to TDM, which was built on the work of Practitioners. A microscope with increasing magnification.  

After completion I rebuilt our self-serve templates in Figma using new requests from our marketing team, including multiple CTA variant support, eyebrows, subheads, and partner logo lockups that could all be automated to varying degrees. 

After agreeing on a handful of inspiration we each explored executions independently. I typically will stick to monochrome for early iterations of key art as it helps me focus more on composition and value. Once I landed on a solution I like, such as the BDM's feeling of opportunity where security and infrastructure overlap, I begin exploring color and effects. The final version of the BDM keyart (above) clearly builds on the early monochrome ideation and exploration, but is refined in it's execution and feel. It was the first to be completed and we used it as a keystone for resolving issues we had found when exploring the TDM level art, which had been primarily how to communicate that TDM is the highlighted space you see in BDM, but magnified. The same applied to Practitioners, with it being the most granular level, feeling like building blocks into the other 2 key arts. 

185

Unique ad variants supported 

Our self-serve system in figma that I initially built in 2023 leverages components to quickly spit out A:B variants and the like. This version of the system supports all of the following in any combination.

• Eyebrows
• Partner lockups
• Subheads
• 3 cta variants
• 2 headline variants