Optimizely began with a simple—and at the time, radical—idea: What if all organizations had the ability to use A/B testing– and the resulting data– to make better decisions about their website and digital marketing?
And the idea worked—the concept took off as digital marketers from companies of all sizes flocked to the product, propelling the business to impressive heights.
But after nearly six years of organic growth, the market had become saturated with competitors and A/B testing had become a largely commodified offering. Optimizely knew they had to expand their capabilities to maintain their edge.
As the company moved from product to platform, they needed to define and bring to life a strategic idea that would serve as the guidance for their product roadmap, drive larger deals, and unite the organization around a common purpose.
While experimentation had always been the core promise of Optimizely’s product, our research highlighted an opportunity for the brand to embrace this concept on more levels. In doing so, Optimizely was able to connect the function of their products to a more impactful, innovative, and empowering way of working—paving the way for larger deals and carving out a unique space within a crowded category.
Using “Experiment Everywhere” as our creative brief, we developed the look and feel for Optimizely’s annual conference.
A series of simple pie charts represented various experiments being run across an organization at any given point in time.
A bold, modern color palate was established to stand out and bring life to a category largely dominated by every shade of blue
Optimizely’s new positioning not only helped grow their business, but it also elevated the company’s profile as a thought leader around the multi-faceted impacts of experimentation.
Gabrielle Muse
Ali Hartwell
Collin Wood
Martin Grasser
Tsz Ho Ip
Ciaran Rogers
Optimizely began with a simple—and at the time, radical—idea: What if all organizations had the ability to use A/B testing– and the resulting data– to make better decisions about their website and digital marketing?
And the idea worked—the concept took off as digital marketers from companies of all sizes flocked to the product, propelling the business to impressive heights.
But after nearly six years of organic growth, the market had become saturated with competitors and A/B testing had become a largely commodified offering. Optimizely knew they had to expand their capabilities to maintain their edge.
As the company moved from product to platform, they needed to define and bring to life a strategic idea that would serve as the guidance for their product roadmap, drive larger deals, and unite the organization around a common purpose.
While experimentation had always been the core promise of Optimizely’s product, our research highlighted an opportunity for the brand to embrace this concept on more levels. In doing so, Optimizely was able to connect the function of their products to a more impactful, innovative, and empowering way of working—paving the way for larger deals and carving out a unique space within a crowded category.
Gabrielle Muse
Ali Hartwell
Collin Wood
Martin Grasser
Tsz Ho Ip
Ciaran Rogers