Exasol Brand Work

Exasol provides B2B data analytics software and services that help companies achieve better business insights through faster analysis. Working with their in-house marketing department, I created everything from anthem videos to brand guidelines to scores of sales and marketing materials. This page contains an overview of some of the highlights from my brand work.

Exasol Espresso | Launch Film

Exasol Espresso is a software tool that seamlessly integrates into databases as an acceleration layer. Now, queries that once took hours take seconds to run. I wrote and executed this brand film to promote the launch of this product, creating the tagline that was later adopted by the company - Insights at the Speed of Now. The most challenging thing about working in data analytics marketing is trying to convey extremely complicated concepts straightforwardly. My solution was to use CG objects as metaphors for subjects like computation speed, AI, and data retrieval. The result was a brand film that stood out at tradeshows and in social posts, improving Exasol’s brand awareness which led to an increase in sales.

Exasol AI | Launch Film

Exasol AI is a database software module that helps automate specific processes within data searches. Namely, it enables business users to use natural language to ask questions instead of complicated Sequal Server code. That means you don’t need to be a developer to get the insights you need, which can be a game-changer for most organizations. Part of my task at Exasol was to quickly learn the technology so as to gain an understanding of how to communicate it visually to a broader audience. The Exasol AI story was a unique challenge because most enterprises weren’t using AI in their data analytics, so not only did the video have to explain the software, but it also had to create a genuine reason to believe. I conceived of an idea where I likened an enterprise’s data analytics journey to that of climbing a mountain. After gaining approval from Exasol’s leadership, I wrote and executed the video from start to finish.

Exasol | Brand Guidelines

I was hired as a creative consultant to create a brand refresh for Exasol. To that end, I created a new set of brand guidelines for use internally, among stakeholders, and with external vendors. The challenge was to craft styles and rules that the sales and marketing teams could easily apply. As the previous guidelines were quite complicated, my solution was to embrace a simple and clean aesthetic. Below are some of the pages from the guide which I co-wrote.

Exasol | Website

Exasol’s website redesign took me back to my roots. I began my career working for a web design company, and though technology and internet bandwidth have vastly improved, the principles of UI/UX have remained the same in many ways. Working with a dedicated team of project managers and developers, I began creating wireframes for the site architecture in Figma. After several rounds of presentations to leadership, I started designing the pages in blocks that the developers could use repeatedly so that the information contained in the many hundreds of pages on the existing site could be easily migrated at launch. These blocks were outlined in a detailed web style guide that I built for the developers. Below is a snapshot of my wireframes.

Page Designs

Below are three of my favorite page designs—Home Page, About Exasol, and Exasol SaaS.

Website Style Guide

Below are selected pages from the Exasol Website Style Guide. This was executed in Figma and handed off to the developers for execution.

Exasol | Marketing Material

While working with Exasol, I created a consistent flow of digital newsletters, eBooks, social campaigns, and tradeshow experiential design to support the Sales and Marketing teams. Below are some examples, beginning with a printed tri-fold brochure.