MuleSoft Brand Story, Voice + Graphic Extension
Mulesoft, a division of Salesforce, is the world’s leading API & integration platform.
While at Aquent Studios, our founder collaborated with Mulesoft’s creative leadership to develop a brand personality, voice, positioning, and story.
These would be brought to life via fresh visual concepts to provide proof of concept for a “Brand Extension” to the executive leadership and later followed by a marketing campaign.
The function of the Brand Extension was to create an expanded visual system that allowed MuleSoft to branch off from the core brand for this campaign while still retaining the integrity of the brand.
Objective
Build on the MuleSoft (as a Salesforce Company) story to develop an enhanced brand persona that will:
Expand our audience and users, and
Create a stronger identity in the marketplace. At the same time, identify a brand personality that will differentiate MuleSoft from the competition, and evolve us from a plainspoken, developer-centric brand into a brand that resonates with CIOs and other senior IT decision-makers, and non-technical, citizen integrator users.
Brand Personality
Brand Voice
Brand Positioning
Brand Story
Visual Brand Extension
Copywriting
Creative Direction
Design
Brand Story
Account Director: Stephanie Greco
Creative Director: Trey Shivley
Art Director: Nathanael Clanton
Copywriter: Sean O’Connor
PM: Ashley Sandvoss
DISCLAIMER: All photography used is for internal “proof-of-concept” purposes only, and is either royalty-free or the property of its respective owners. We do not claim ownership or production credit for these images.