Oracle's Top-Performing Digital Assets: Exploring Diversity via Design
From concept to completion, let us capture your vision with creative s...
30 min
Team:
Hand-picked by the Oracle Marketing team in collaboration with Visual.ly
My Role:
Graphic designer and creative director
Audience:
IT, procurement and C-level decision-makers, software users and affiliates
In September 2019, Oracle announced the rebranding of their cloud infrastructure services as Oracle Redwood, inspired by California’s famous Redwood trees, among the tallest and sturdiest in the world. The intention was to emphasize the strength of Oracle’s cloud services.
For our team, the mission was to transform their 11 highest performing digital assets to fit the rebrand and create four campaigns based on new insights. The task involved designing new marketing material (presentations, digital ads, internal communications) aiming to promote and launch new products and features, all under the overarching theme “Humanity in Every Interaction.”
Process
With over 30 Oracle projects under my belt, participating in the redesign felt like a natural thing to do. One of the most significant changes was adopting the new Oracle Sans font paired with Georgia for the titles. To ensure that the designs were aligned with the new brand guidelines, alongside the copywriter and animator we reviewed each element of the eBook meticulously and adjusted them to fit the new aesthetic.
We created new layouts and purposefully used the new handcrafted artwork to match with the appropriate messaging. We also ensured the new designs were consistent across all platforms, including presentations, digital ads, and internal communications.
The process demanded attention to detail and strong communication skills to collaborate effectively with the talent involved.
Outcome
The rebranding exercise was part of a larger plan aimed to deliver exceptional customer experiences and position Oracle as a modern and innovative cloud services provider. The rebrand also included a new, friendlier UI and enhanced features (digital assistant.)
The Oracle Redwood rebranding also shifted Oracle’s approach to data storage. If once the company provided traditional database software and corresponding hardware, their focus moved to cloud services. The process also signified a considerable investment in the company’s cloud infrastructure, including the deployment of new data centres worldwide.
This explainer infographic was created and published in June 2019. It was first used at a product launch campaign for a target audience of SMOs. The infographic went on becoming Oracle’s highest-performing digital asset. The stakes for the redesign were high.
Featured above: Cybercrime infographic and eBook derivative created to complement cornerstone values (December 2017.) Used online, in mailers and as a leave-behind. Despite becoming one of Oracle’s highest-performing digital assets three years later, it wasn’t spared from rebranding.
Overall, the Oracle Redwood rebranding represented a strategic move to reposition the company as a modern and innovative cloud services provider and to compete more effectively against other major players. It was a colossal undertaking and our team delivered.
A comprehensive sales piece shaped as a five-page eBook created and produced in May 2019. Used online, in mailers, and as leave-behind.
Pre-rebrand
One year later, the eBook had become Oracle cloud services’ highest-performing digital asset. The challenge alongside rebranding it was to preserve the elements that had made it popular.