Samsara Brand Evolution
In the late spring of 2022, CEO Sanjit Biswas asked the team to explore ways to evolve the Samsara brand to help the category-defining company sell into the enterprise space with its innovative Connected Operations Cloud. Working with an agency, we defined a new messaging platform, expanding the brand’s foundational visual design toward a more emotional and human-centric direction. We celebrated the unseen men, women, and industries that power the global economy. While the work was set aside when a new VP of marketing decided the Creative Brand team should be a service group (rather than a strategic partner), the work showed the kind of marketing the company could use as a growth accelerant when ready.
Below is a selection of slides and films used to explain it to the company and board.
To empower everyone at Samsara to help evolve the brand, we created a short presentation to explain the why behind the new brand, as well as the tools to build it themsleves.
We focused the brand on the people whose work we made easier, safer, and more efficient - the people of operations.
My Role: ECD, Creative Strategy, overall vision, Anthem writer
Strategic Messaging and Creative Partner: Roohi Saeed (Comms)
Stakeholders: Sanjit Biswas (CEO), Sarah Patterson (CMO)
Agency: Grizzly; Mike Spear (CD/AD)
Anthem Film Producer: Candice Nguyen
Anthem Production Partner: Gunslingers LA; Eric von Doymi (editor)
CD/AD: Tommy Gomez
Photography: Joseph Haberle
Additional Production Assistance: Kee Heywood, Jason Outenreath
Customer Marketing Partner: Madison Schlegal; Sarah Wright