Integrated Campaigns

CAMPAIGN DESIGN | IDENTITY | DIGITAL ASSETS

At the start of 2025 I worked with the Brand Studio team at HashiCorp to develop new key art for three target audiences as part of a year long campaign. Starting at the top with Business decision makers, it flowed down to technical decision makers, and practitioners. As a team we agreed that we wanted these to be closely tied to one another, but still unique enough to stand alone. There’s a through line among the final art as if you’re taking a microscope to see further, and further still, into the relationship of user, software, and need.

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 more magnified. The same applied to Practitioners, with it being the most granular level, feeling like building blocks into the other 2 key arts. 

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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