The Data-to-Everything Platform: Turn Data Into Doing™ Apply your data to every question, decision and action. Splunk is the world’s first Data-to-Everything Platform designed to remove barriers between data and action.
The Splunk Brand + Creative team and Marketing was tasked with the incredible opportunity of category creation and rebranding. We wanted to solve the common question of “WTF Splunk?” After months of research, exploration, iteration and testing, we made a splash across all markets Sept. 18, 2019 with a launch event featuring President Barack Obama as our keynote speaker.
Before learning of our esteemed speaker, I was trusted with the unique opportunity to serve as lead designer for the launch event. This meant collaborating with our Global Events team, Corporate Communications, and multiple vendors to ensure the first-impression of the event was sophisticated and high-impact. It was an incredible push by all and resulted in a truly inspiring launch event. Certainly a surreal career highlight.
President Barack Obama as the keynote speaker
During this invitation-only event, the audience heard from visionaries and industry leaders about the future of our world, and how they’re empowering their organizations to drive innovation and accelerate growth with data. The audience received an exclusive view into Splunk’s latest innovations, including the breakdown of barriers between data and action.
Obama discussed how tech can help play a role dealing with critical issues like climate change and health care. One of my favorite portions of the fireside chat with Doug Merritt, CEO of Splunk, was when Obama spoke about the leadership lesson he learned from raising his daughters and how raising children is similar to nurturing plants, Obama said.
"They're a bamboo or they're an oak or they're a chestnut," Obama said on stage. "They all need water, sunlight, some TLC, but how they grow and what pace, when the branches sprout, when they flower at any given time, it's just different. And so, our daughters were different, and as they got older, they became identifiable."
Presentations and Stage Design
In addition to Splunk C-Suite executives, speakers included: Aaron Levie, Chief Executive Officer, Cofounder and Chairman at Box; Dr. Athina Kanioura, Chief Analytics Officer and Global Lead, Accenture; Tal Broda, Head of Architecture, Citadel Securities; Jennings Aske, Chief Information Security Officer, New York Presbyterian Hospital; Christopher Lochhead, Author, Podcast Host; and Cristina Junqueira, Co-founder of Nubank. The launch event was hosted at August Hall in San Francisco. My design responsibilities included stage design art direction, collaboration with multiple vendors and fabricators, and all environmental asset design and execution.
Environmental and Photography
As part of the rebrand, we needed to create a robust portrait library utilizing models. Keeping Splunk values and international markets in mind, I sourced and casted models for five all-day photoshoots with the incredible Eric Millette and his talented team of MUAs and production assistants. I art directed engaging portraits and interactions for use across all brand activations, from websites to presentations to environmental designs.
In Situ
Invitation Design
Drawing inspiration from a die-cut interactive for a handheld reveal., above. Final invitation design, right.
Sigh of relief when substrate print tests reproduce as hoped. We crossed all our Ts as we prepared for the launch event.
As we moved through the design process, we shared tear sheets to ensure continuity and inspiration. Above is a snapshot of the work I contributed for the launch event.
“Thank you so much, Yasmin! You absolutely crushed it and I loved our partnership. It has been a complete pleasure working with you and I’m so happy how it all came together yesterday. Doug [Merritt, Splunk CEO] told me it was the best event he’s ever been to. Be proud of that because you had a huge hand it making this the BEST event ever!”
Splunk mascot, Buttercup.
Marketing Collateral
Snapshot of the Splunk rebrand across digital and collateral activation. Design expression was a collaborative effort across the Brand + Creative team.
OOH and Digital Advertising
OOH as well as banner ad localization and translation launched across international markets. Design expression was a collaborative effort across the Brand + Creative team.
OOH Activations
Billboard along I-80 West at Fifth Street, San Francisco.
Digital activation at Olgivie Station in Chicago.
Named by The Constellation Research Team as Best New Enterprise Software Marketing of the Year:
“Splunk Legendary category king creator Chris Lochhead teamed up with Splunk's CEO Doug Merritt and CMO Carrie Palin to rebrand and relaunch Splunk as the Data-To-Everything Platform. The launch included President Obama's debut on the tech conference speaking circuit, rock-solid messaging, branding, and go-to-market playbooks. As one of the most sophisticated launches of the decade, the flawless execution has led to massive results with a 40% increase in software revenues, ARR of $1.44B up 53% year over year.
What I Worked On
Strategy
Concepting
Engagement
Research
Branding
Mood boards
Identity Development
Color Research
Typography
Hierarchy
Collateral
Guidelines
Design
Art Direction
Direct Mail
Social Graphics
Environmental
Presentation
Stage + Set
Lighting
Photography
Mood boards
Model Casting
On-set Art Direction
Post-Production
Retouching
Activation
Event Experience
Presentations
On-site Engagement