Initially focused on developers, Sauce Labs created the automated software testing category. We gave the brand some needed shape to clearly communicate their offering and to convey the company’s playful culture. (They have since had a brand refresh.)
The challenge
Sauce Labs was a goldmine of personality, humor, and core values. The problem was their essence wasn't being reflected by the brand, and they had their sights on engaging the enterprise market.
Our solution
To appeal to enterprise, we matured their voice. This helped us more easily position them as the thought leader of their space, staying true to their roots by keeping their tone warm and friendly. While working with Sauce, their average deal size increased from $100k to $500k.
In addition, we launched a popular employer brand campaign to support their recruiting effort. Staff grew from 20 to almost 100 in under a year.
Deliverables:
Customer insights
Brand audit
Persona development
Positioning
Messaging
Refresh of brand design system
Brand book: Brand, style, and editorial guidelines
Employer brand campaign
Swag
Website design
Tradeshow booth design
Print collateral
“Nicole is the antithesis of the ‘one style fits all’ creative professional. Whether brand strategy, messaging, or design, Nicole's sensibilities consistently delighted us at Sauce Labs. Under her leadership, the brand grew to be regarded as the strongest within its space.”
JOHN DUNHAM
Founder, Sauce Labs