Established in 2017, Boston-based RapDev is an engineering solutions provider for SRE and DevOps. They quickly grew to become leading implementation partners to Datadog & ServiceNow - two of the largest data observability and cloud computing platforms for enterprise operations. They approached us to develop their brand identity and to support their branding outreach both online and offline. With their quick-start culture and a collaborative approach to all things DevOps, the challenge was to translate their value proposition into a strong visual identity and clear marketing communication.
Developing a relatable and memorable brand identity for a technology-centric B2B business is challenging in that the imagery had to capture the company’s internal culture and be a standard for the quality of their service delivery. Additionally, all the visual and textual branding needed to remain simple, clear and technical to address the rationale and evidence seeking consumers in the category. The primary target audience was C-suite decision makers. This meant that we needed to provide macro level benefits and supporting micro level insights and evidence. We approached this through the traditional marketing funnel after considering their sales cycles and the several components in their customer decision making process.
The universally associated imagery for DevOps is an infinity symbol that represents a continuous improvement and delivery process. RapDev’s culture identifies with the DevOps mindset and not necessarily the means to achieve it. The logo was designed with this approach in mind.
RapDev’s sales cycle travels online and offline with different stakeholders accessing the brand at different touchpoints. Our collaborative goal with RapDev was to enhance their brand image and position at all points of contact to deliver value in a consistent branded approach. We oversaw their website overhaul by designing the visual imagery and wireframe to reflect this approach. Through on-page optimization, we helped the website rank for new keywords while drastically improving the existing organic rankings.
Rapdev’s social community primarily interacts on LinkedIn. This includes DevOps professionals, developers, SRE engineers, project managers, C-suite executives responsible for Information Technology and Network Operations. Through branded posts and targeted promotions, we were able to achieve over 700 new followers, 20% increase in engagement and more accuracy in visitor demographics over the duration of 1 year.
