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Product Marketing at DigitalOcean 

As DigitalOcean grew, so did the need to develop enterprise level tools that support the needs of businesses. As a result, DigitalOcean began to construct an ecosystem of products that work with one another to help businesses scale their infrastructure.

Company
DigitalOcean

Company
DigitalOcean

Project Date
2017

Role
Design · Illustration

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Challenge

Build a brand that businesses can trust

Each product in the DigitalOcean ecosystem was owned by a different team which resulted in a lack of visual consistency across product pages. The inconsistent messaging of our products made it difficult for businesses to trust us. We realized that in order to increase business engagement we needed to build a brand that businesses could trust

Process

Our brand’s original mission was to capture the heart of the individual developer—not Fortune 500 companies. If we wanted to engage with businesses better then our style needed to evolve. I studied the brands of companies in the tech space that marketed to businesses effectively—Stripe, Mesosphere, and Dropbox. I analyzed the branding techniques of companies in the tech space that effectively appealed to businesses such as Stripe, Mesosphere, and Dropbox. I restyled elements on the DigitalOcean homepage drawing upon the elements that stood out to me in my research. This created a style that catered to businesses that felt distinctly DigitalOcean.

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Solution

Evolving illustration at DigitalOcean

Masami Kubo and I created a new illustration style that would unify all products on DigitalOcean. The gradients and sharper angles gave the illustrations a cleaner, more professional feel that businesses could trust. Evolving our illustration style was a huge step toward defining the look and feel of the DigitalOcean ecosystem.

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Impact

In creating a cohesive visual language, we were able to achieve consistent messaging across all DigitalOcean product pages. Teams are now better equipped to illustrate the functionality of their products. As a result, the number of enterprise level accounts on DigitalOcean has since increased by 25%.

Team Members

Head of Marketing
Mitch Wainer

Senior Visual Designer
Masami Kubo

Brand Manager
Earl Carlson