Hashicorp
Crafting an Authentic DevOps Story
CAMPAIGN + WEB
2022
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— Partnering with HashiCorp, our team at Owen Jones was tasked with reframing how the company speaks to its most hesitant audience—executives wary of adopting new DevOps platforms. The challenge wasn’t just to explain a complex suite of products, but to build confidence in the value of change. I led the conceptual development of a campaign and website that humanized the technology through the lens of accomplishment—positioning smooth operations and innovation as proof of leadership, not risk.
Campaign
APPROACH
I challenged the team to move past the surface and truly understand the DevOps audience—sharp, skeptical, and allergic to anything that feels inauthentic. These are people who see through marketing and value proof over promise. By meeting them on their level, we focused our campaign narrative on the invisible infrastructure powering modern technology—like power or plumbing, essential yet unseen.
We explored three strategic platforms: Engineering the Future framed the brand as a stable foundation for bold innovation, while Harmony in Numbers celebrated the clarity that comes from automation and scale. Ultimately, the client chose Elevating Empathy—a platform rooted in the belief that real progress begins by empowering the people who build it, transforming technology into something deeply human.
Responsibilities
CREATIVE DIRECTION (COPY + ART) | CONCEPT DEVELOPMENT | PRESENTATIONS
result
The campaign became a bridge between developers and the executives who depend on them, helping leaders trust the experts who build what they can’t always see. Visually, we leaned into depth and perspective—layered compositions that revealed intricate systems beneath the surface, a world of hidden architecture humming quietly below every digital experience.
WEB EXPERIENCE
Challenge
To complement the campaign work, we helped HashiCorp develop a more streamlined and interactive approach to how they communicated their core offerings to hesitant executives. With their sights set on enterprise growth, we dug deep into defining a wholly novel approach that moved our client beyond dense, text-heavy whitepapers to more streamlined web experiences that leveraged interaction design to guide visitors through the story—presenting the value of their platform in a way that intrigued and informed without oversimplifying.
Layers became the core interaction approach akin to the many layers of technology crafted by the platforms engineers.
LASTING IMPACT
