CloudBees

CloudBees

CloudBees

CloudBees

As cloud technologies rapidly evolve and customer needs shift toward hybrid and heterogeneous environments, CloudBees must move beyond its Jenkins legacy and redefine itself as an innovative and strategic partner in the enterprise cloud transformation journey, capable of bridging traditional, on-prem, and cutting-edge cloud-native environments. The challenge was developing a brand that effectively supports their forward-thinking strategy and helps create a new understanding of CloudBees.

Motto kicked off the CloudBees project with a Strategic Debrief and Creative Workshop. This initial phase was essential for aligning with the leadership’s vision and uncovering the brand’s core elements. Through these workshops, we helped CloudBees’ leadership clarify challenges and refine their offerings into a compelling narrative, laying the groundwork for the brand’s transformation.

According to Gartner, only 30% of enterprise workloads have migrated to the cloud, which won’t hit 50% until 2027. That means an organization’s transition to the cloud is a multi-year endeavor, and bridging both on-premises and cloud technologies is critical for success. Utilizing and building on CloudBees existing brand strategy, we developed a brand territory that keyed in on CloudBee’s unique ability to help organizations “Journey to the cloud,” assisting customers to traverse both worlds—traditional and on-prem and modern and cloud-native.

Our creative strategy draws from the unique way bees perceive the world in ultraviolet light, enabling them to make informed decisions. This metaphor reflects how CloudBees enhances visibility into DevOps processes, allowing customers to develop software more efficiently and safely. Visually, this concept is captured through a UV color spectrum, symbolizing CloudBees’ distinctive approach.

Before engaging Motto, feedback from CloudBees customers and partners highlighted that the “c” and “b” in the logo were not easily recognizable. In response, we refined the logo for enhanced clarity, maintaining its representation of the DevOps infinity symbol to symbolize seamless workflow between software development and IT operations. The improved visibility is complemented by the updated logotype in Unica 77 typeface, featuring a uniquely cut “B” that mimics the distinctive stripes of bees, further reinforcing the brand’s theme.

Inspired by developers’ love for dark mode, the core palette features tints from deep black to clean white for a sophisticated and modern base. A vibrant pop of blue adds energy and a sense of trustworthiness, while the ultraviolet gradient, inspired by the unique way bees perceive the world, represents CloudBees’ ability to see the world from a fresh perspective. The secondary palette adds depth and versatility to ensure cohesion across all brand touchpoints.

As part of the rebranding initiative, Motto crafted key web pages encapsulating CloudBees’ refreshed visual and verbal identity. The new website serves as a vital communication tool to reshape perceptions and reinforce CloudBees’ updated positioning. The design features a clean, modern aesthetic highlighting CloudBees’ sophisticated offerings, while intuitive navigation ensures a seamless experience for technical and business users.