Lead with data.
Brand refresh & global multimedia campaign.

ROLE ACD • Art Direction, Photography & Video • Design Execution

As the Senior Designer on the team, I shaped the look and feel of the brand from the beginning. I developed creative concepts, executed design, and provided creative direction to junior staff. Executions include art directing photo shoots for brand libraries, print ads, product landing pages, global digital campaigns, storyboarding and art direction for video, and marketing collateral design including corporate templates and ebooks, emails, infographics, and beyond. Cross-functional collaboration with writers, marketers, and key stakeholders.

DELIVERABLES A new brand expression and a global multimedia campaign—including the rebranding of supporting assets (print, OOH, digital, social, video, radio, event, sales presentations, corporate templates, brand training, and more)—all delivered in three months.

AWARDS Graphic Design USA • Campaign Creative

BRIEF

Qlik was looking for a “personality refresh” but what was discovered during D&A phase led to a bigger brand evolution and evergreen campaign that extended to industries, a variety of focused lines of business, a new executive program, content, and Account-Based Marketing initiatives.

THE SOLUTION

Qlik had been touting its data visualization features, but customers were talking about the tremendous impact Qlik was making on their organizations: Awe, wonder, going further and seeing more. Our driving idea for their brand was simple: “Lead with data”—a call to action that invites enterprises to pull ahead through the smarter use of data, while inviting users to let data lead them to new discoveries and opportunities. The bold and fresh visuals immersed people within data visualizations, embodying the exploration and impact that come from using Qlik.

THE RESULT

The brand was rapidly adopted across the corporate website, events, content, and partner marketing tactics. Upon rolling out the creative, the brand received a 93% approval rating in an employee survey; digital display outperformed all industry benchmarks, and promotional video view-through rates were an impressive 40%, resulting in a 341.5% lift in brand searches; ad recall increased by 39%; brand awareness increased by 61% among men 55+.

GLOBAL CAMPAIGN

Digital Transformation. First up for the new brand: a global campaign. Our assignment? Inspire and educate the enterprise audience about all the powerful ways Qlik helps them reinvent the way they do business — and compete in the digital era.

PHOTOGRAPHY

Shot custom for the Qlik—surreal photography was conceived to convey the awe and wonder of finding insight through data and complemts the “Lead with Data” theme of discovery. Using a wide variety of subjects interacting with data at a macro level—it illustrates the act of discovering new worlds based on data findings.

Creative & Art Direction: Vanessa Jeschke
Casting: Vanessa Jeschke
Photographer: David Martinez
Hair & Makeup: Marine Vaisset
Wardrobe: Shannon Dunn

BRAND VIDEO

BRAND EXPRESSION

Logo Refresh. Maintaining Qlik’s brand equity of being known as the “green brand,” I adjusted the balance of the logo and shifted to the colors to be more sophisticated, signifying that Qlik isn’t a start up anymore.