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 for "Observe what matters," a key part of our work on the brand’s vision statement. This initiative was designed to educate and excite employees about the company’s new focus on observability.
This messaging not only informs but also inspires employees, emphasizing AppDynamics' critical role in customers' digital journeys.
Role:
Art direction, design and production
Boosting engagement with humor
The first hurdle was getting employees to sign up for the mailer. To make it fun, we created a series of GIFs and shared them in team newsletters, emails, and on our internal site. It worked—over 93% of our 2,700 employees registered.
Vision Book "Moments Matter"
Phase 1
We introduced a branded notebook that explored the broader story of our Observability Platform, highlighting the complexity of technology in everyday life and showcasing key AppDynamics customers.
This 128-page book, created in three distinct branded covers, was structured into three sections: The Why, The How, and The Who, providing a clear and engaging narrative on our platform’s impact.
The Why
The book opened with a high-level look at how AppD's customers shape everyday life through "moments that matter"—from date nights and movie nights to catching a flight or moving into a new home. You don’t see the technology, but it’s working behind the scenes—no downtime, no error messages, just a seamless experience.
The How
The second section of the book focused on AppD’s vision—how full-stack observability helps businesses navigate the complexity of modern digital experiences. Today’s users expect everything to work seamlessly, but behind the scenes, architectures are more complex than ever.
The Who
The third section of the book highlighted six key customers—AutoNation, Carhartt, Alaska Airlines, Paychex, Spirit of Tasmania and Novel-e-Sante. The copy tied each brand to observability in a unique way. For example, Carhartt’s header read "The Work Pants Observability Platform," while Alaska Airlines became "The Window Seat Observability Platform."
Each customer story included a URL linking to a dedicated page on the AppD website.
Customer story
Phase 2 - Deep dive with Carhartt
We expanded the Observe what matters campaign by featuring one customer per quarter, highlighting different sectors and global reach. The first mailer spotlighted Carhartt, a longtime partner relying on AppDynamics for seamless digital experiences. It included interviews with the AppD and Carhartt dev teams, a letter from our GM, and a brief brand history.
To bring the story to life, the mailer featured a printed newspaper and Carhartt’s iconic beanie. Upcoming mailers featured Match.com and IKEA, showcasing observability in action across industries.
