Optimizely
Raising awareness
Challenge
Following a major rebrand from Episerver to Optimizely, the business needed to reposition itself in the market with confidence. The name had changed, but the perception hadn’t caught up. The challenge was to raise awareness of the new brand and align the proposition to reflect what Optimizely stood for - while keeping momentum and clarity through the transition.
Approach
Work started with research and strategic planning to understand how the brand shift would land with customers and prospects. Creative workshops followed, focused on exploring narrative directions that could bridge the old and the new. Collaboration with internal teams was key to shaping a campaign that felt right, inside and out.
Solution
The campaign focused on a single powerful idea: adaptation. Using real client stories as the foundation, the creative brought to life how Optimizely enables businesses to evolve their digital experiences in step with customer needs. This campaign played a pivotal role in raising brand awareness and positioning Optimizely as a leading provider of DXP solutions in the market.
Impact
The creative direction landed strongly with senior stakeholders, including the CEO and CMO. It set the tone for Optimizely’s new identity and gave teams across the business a clear way to tell their story. The campaign built confidence in the rebrand and helped pave the way for continued growth in the DXP space.
Creative team
Creative direction: Ed Nicholson, Ben Cooper
Creative strategy: Ben Cooper, Nat Barton, Mike Blackburn
Art direction: Ed Nicholson
3D artist: Antony Crossfield
Design: Antonio Ortega