case study
Brand Insights I Identity Design I Brand Standards
Challenge
Humanitiv partnered with Cloudera, a trailblazer in hybrid cloud, data management, and AI technologies, to undertake a strategic rebranding initiative. This collaboration aimed to bolster Cloudera’s market presence by infusing their established reputation with a revitalized visual identity that reflected the forefront of cloud technology.
Solution
Our strategy was rooted in research: customer personas, brand perceptions, market trends and competitive benchmarking. Our goal was to create a dynamic and compelling brand identity that would not only enhance recognition across various platforms but also strengthen customer engagement and loyalty.
We introduced a biomorphic design of interconnected nodes that symbolized Cloudera’s prowess in seamlessly integrating diverse data sources, conveying motion and connectivity. An enhanced Cloudera Orange, boosted in vibrancy and visibility underscored the themes of innovation and boldness—key attributes in propelling the brand forward.
Outcomes
We used neuroscience testing to ensure the effectiveness of our new design. This confirmed that our refreshed color palette and design elements substantially improved brand perception and engagement. By reducing uncertainty, this validation phase was instrumental in guaranteeing the successful rollout of Cloudera’s reimagined brand identity.
The rebranding efforts elevated Cloudera’s position in the industry and set a new standard for how hybrid cloud and AI companies present themselves in the market. The updated brand identity has demonstrated improvements in customer retention and acquisition, reflecting a stronger alignment with the evolving needs of tech-savvy businesses.
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