A new vision campaign
As technology complexity grows, IT teams struggle to monitor application performance and resolve issues promptly. AppDynamics addresses these challenges proactively by detecting and fixing performance issues in real-time, ensuring full-stack observability.
AppDynamics launched an internal campaign, "Observe What Matters," to educate and excite employees about the brand's new focus on observability. This messaging not only informs but also inspires employees, emphasizing AppDynamics' critical role in customers' digital journeys. By fostering a deep understanding of observability, the campaign reinforces AppDynamics' commitment to delivering exceptional performance and reliability for its users.
Role:
Art direction
Boosting engagement with humor
To boost engagement in the "Observe What Matters" campaign, humorous GIFs were shared through team newsletters, the company's internal website, and emails. These fun animations aimed to capture employees' attention and encourage sign-ups by adding a playful element to the campaign.
Vision Book "Moments Matter"
Phase 1
For phase one, we introduced a branded notebook that delved into the broader story of our "Observability Platform," highlighting the complexity of technology in our daily lives and showcasing the experiences of select AppDynamics customers. Each customer story included a URL directing to a customer page on the appd.com website. The 128-page notebook featured three distinct covers, each aligned with our brand’s visual identity, and was distributed to all employees to reinforce our commitment to observability and brand consistency.
Each customer story included a URL driving to a customer page on the AppDynamics website
Customer story
Phase 2 - Carhartt
Phase two expanded on the educational campaign for AppDynamics' vision of full-stack observability by featuring one customer each quarter. The first mailer spotlighted Carhartt, a long-time partner relying on AppDynamics to ensure seamless digital experiences for shoppers. It included a printed newspaper detailing Carhartt's history, interviews with their development team, and customer stories. The package also featured a branded product, the popular Carhartt beanie. This initiative not only educates employees about AppDynamics' impact but also strengthens the company's commitment to enhancing customer experiences through observability solutions.
