K2
Brand evolution, campaigns, web, motion and events
K2 was an enterprise software company with a technical product, a global audience and a brand that changed considerably over the years I was there. As part of the internal creative marketing team, I helped evolve that brand as the company grew and the product story expanded.
Much of the job was translation. Workflow, forms, data, integrations and process automation can get abstract quickly, so the work had to make those ideas understandable. I contributed to concepts and creative direction, then carried the work through design and production across websites, campaigns, presentations, sales tools, motion, video, print and events.
As the company grew, the visual system grew with it. The identity went through several iterations while the larger brand became cleaner, more direct and more human. The system had to work across everything from corporate and developer-facing websites to thought leadership, customer stories, trade shows and sales materials.
Campaign work gave us room to push the brand further. Easy vs Hard started with a simple experiment: compare building the same application with K2 SmartForms and ASP.NET and document what happened. I was part of the team that developed the idea, then helped carry it through the video, microsite and supporting campaign materials. We went from concept to launch in under 30 days.
That same range came together for Fast FWD, K2's first global user conference in Las Vegas. I led design and production for presentation templates, motion and video case studies, and contributed across the print and digital event materials. The conference extended a campaign built around K2 customer stories into a full event experience.
K2 is where I got comfortable moving between the larger brand system and the production details. The work changed constantly — a website or developer campaign, a customer shoot, a presentation, a trade show or a conference opener — while the brand still had to feel like the same company.