Samsara Brand Evolution
In June 2022, Roohi Saeed (Head of Comms) and I began exploring ways to help the category-defining team at Samsara sell into the enterprise space with its innovative Connected Operations Cloud. Working with Grizzly, an agency, we defined a new messaging platform and found ways to refresh and expand the brand’s foundational visual design. It moved the brand away from the cool, but more generic, tech look common to early stage SaaS companies toward a more emotional and human-centric direction, celebrating the unseen men, women, and industries that power the global economy. It also gave birth to a new genre of story telling (the “World Movers” series) for the company.
Below is a selection of slides and films used to explain it to the company and board.
To empower everyone at Samsara to help evolve the brand, we created a short presentation to explain the why behind the new brand, as well as the tools to build it themsleves.
We focused the brand on the people whose work we made easier, safer, and more efficient - the people of operations.
My Role: ECD, Creative Strategy, overall vision, Anthem writer
Strategic Messaging and Creative Partner: Roohi Saeed (Comms)
Stakeholders: Sanjit Biswas (CEO), Sarah Patterson (CMO)
Agency: Grizzly; Mike Spear (CD/AD)
Anthem Film Producer: Candice Nguyen
Anthem Production Partner: Gunslingers LA; Eric von Doymi (editor)
CD/AD: Tommy Gomez
Photography: Joseph Haberle
Additional Production Assistance: Kee Heywood, Jason Outenreath
Customer Marketing Partner: Madison Schlegal; Sarah Wright