Associate Creative Director
Associate Creative Director
Red Hat, which was acquired by IBM in 2019 for $34 billion, develops open-source software based in Linux for businesses. As a B2B brand, our insight was at the end of the line, it’s still consumers who are buying the products. So the strategy was to treat it as a consumer brand. That meant adjusting its marketing tone and applying a new design lens to feel more engaging and eye-grabbing. Speaking in plain language to the people making the decisions for Red Hat’s clients, many of which are Fortune 500 companies, and help its products stand out in a clearer way against the competition, which was still adhering to more traditional messaging.
As part of that new design lens, we took an editorial approach to the presentation of Red Hat e-books, presenting them like a magazine rather than a traditional word document. Created “friendlier” social media posts and taking complicated concepts and products and selling it in a more human way.
*This is a result of great teamwork with countless amount of talented and incredible people. Not the work of one. You are all amazing!