Software of Excellence
Walk the path of excellence
Challenge
Episerver had the credentials and the product but lacked brand awareness against heavyweight competitors like Adobe. A previous campaign hadn’t landed well, and the clock was ticking. They needed a bold, creative campaign (and they needed it fast!) to hit a pre-agreed launch date and rally internal teams behind it.
Approach
The creative process was designed to move quickly, without cutting corners. Concepts were developed and iterated in short sprints to explore multiple creative directions. The aim was to find a strong, ownable campaign idea that felt right for the brand and could cut through in a competitive space.
Solution
After landing on the chosen creative territory, the final campaign was brought to life through a full visual system, messaging, and rollout toolkit. It was tested with internal audiences - including sales teams, leadership, and a customer advisory board - to make sure it resonated at every level. A soft launch followed to gauge early engagement and refine if needed.
Impact
Feedback from stakeholders was overwhelmingly positive. The creative reset built confidence across the business and helped unify teams behind a stronger brand message. A full set of campaign assets was delivered for marketing, sales, and partner channels. The work also opened the door to further projects, from UI and design to analytics and tactical campaigns.
Creative team
Creative direction: Ed Nicholson, Ben Cooper
Creative strategy: Ben Cooper
Art direction: Ed Nicholson
Design: Steve Allsopp, Antonio Ortega