Bluebeam, Inc.
For five years, I worked as Sr. Global Creative Director at Bluebeam, where I managed a team of 20 exceptional designers, developers, writers, videographers, and project managers. We worked to evolve and grow the brand across the Globe, working with agency partners in the UK and Denmark to launch out of home campaigns in the U.K., Sweden, Denmark, Germany, Australia, and New Zealand.
After workshops with the Executive Leadership and countless hours of interviews with customers and employees; I worked with my internal team to brighten up, humanize, and simplify our overall brand aesthetic and messaging. Bluebeam went from a brand who was defined by our most basic product feature (editing PDF) to being seen as the authentic, simple choice for AEC collaboration. We also streamlined our identity system to make it ready for global scalability with a more predictable palette, as well as a logo extension system for all our “sub brands.” The new brand was applied to interior office design and marketing partnerships.
Results: The brand overhaul was a key element to Bluebeam’s enormous success over the past few years. In the past four years, since the rebrand, we added close to 1 million customers and revenue growth of more than $100m.
My role: I led the rebrand through workshops, interviews, and design sprints. In addition to the visual elements below, I wrote, presented, and rolled out Bluebeam’s updated brand bible focused on the emotional and personal benefits of the Bluebeam brand.
Thank you to my amazing team who produced all this work: Andrew Hall, Alex Smith, Max Murillo, Jasmine Shen, Andrew Richardson, Michaela Kee, Amanda Schwartz, Patrick Swanson, Ara Abcarians, Serge Ferhadjenad, Vicente Ramos, Brad Yau, Kristal Kamholz, Heather Bruce, Ed Mann, Justin Hearn, Andrea Carcovich, Justin Anderson, and agency partners Reed Words, We Think, Someone.
Previous Bluebeam logo | Updated Bluebeam logo
Los Angeles HQ mural by DKNG
Bluebeam values illustration by Jay Kerrie
As Bluebeam embarked on global growth we invested in a variety of out of home advertising to help spread brand awareness. We shot and produced campaigns with agency partners Someone and We Think in London and Copenhagen respectively. Our first campaign tapped into the surprise and shock users felt when they realized how much using Bluebeam was going to improve their productivity and collaboration. The second campaign was a “thank you” to the industry, humanizing and heroizing the remarkable people who build the world around us. These ads ran in London, Munich, Stockholm, Copenhagen, Sydney, Melbourne, New Zealand, and across the U.S.A.
Our team redesigned Bluebeam’s online experience from top to bottom, as we rearchitected, redesigned, and rewrote the entire website which also included a separate content site called “Built.” We were also responsible for the trial and commerce experience. The site was localized into more than a dozen languages.
Each year, prior to Covid, more than 1000 Bluebeam customers and industry experts would gather for Bluebeam’s Extreme Conference–commonly known as XCON. Each year, our team would develop a theme and create hundreds of pieces of swag, collateral, signage, way finding, videos, and more to support this. XCON was Bluebeam’s premier customer experience touchpoint and the industry’s most popular event. Each year, we’d reinvent the creative direction and branding to appeal to the city where the event was taking place. Below are a series of images for our XCON in Washington, D.C.
Our video team at Bluebeam constantly created exceptional pieces of content ranging from case studies to event recaps to production launch videos. Here is a very small selection of some of my favorites.
XCON 2019 Wrap-up video
Here’s To You, Thank You video - shot on location in Copenhagen, Denmark
Revu20 Product Launch - shot in Los Angeles, CA.
The Bluebeam Feeling - brand video shot across the Globe in various locations.