In 2019, Cloudflare was helping over 10% of all internet properties be safer, faster, and more reliable. However, they had an awareness problem — brand recognition was low, and those who did know about Cloudflare thought of them as a point solution (like DDoS mitigation), unaware of the full scope of their product offering.

To solve this, Cloudflare ran their debut OOH brand campaign, with a subway takeover, bus wraps, and billboards in San Francisco and New York City, supported digitally with landing pages, social assets, display ads, and HTML5 animated banners. The campaign focused on bright splashes of painted textures and hand-drawn lettering, with copy that highlighted the breadth and benefits of Cloudflare's suite of products.

As the lead designer for this campaign, I identified, onboarded, and directed the creative agency partner, art directed all print and digital assets with a team of in-house designers, a lettering artist, and HTML5 animator, and worked closely media agency partners on the ad placement approach. I also collaborated with the engineering and marketing teams to develop a full-funnel marketing user flow and retargeting strategy.