As OneLogin continued to optimize its speed to market and refine its product led growth strategy, Smart Hooks was the winningest idea during the annual Technical Kickoff (TKO) & Hackathon hosted by the engineering leadership. And to get it off the ground quickly, the marketing team collaborated across departments to capitalize on the sales team's excitement to get the word out about the launch of this new product as soon as it was ready.
Collaborated with Product Management, Engineering team and CMO
Directed external video production partner
Designed product logo and infographic
The product manager was an avid sailor. And the engineering team working with him were channeling the nautical nature of the product name and the spirit of the open seas as they built the product. This amusingly inspired several versions of sea shanties being sung and shared.
Realizing that we had product launch solid gold (pun intended) in our hands, I worked in parallel with my CMO, who came up with the lyrics, to compile videos shared by each team member singing the shanty. Then I had the music video produced, remixed and edited by my video partner, CorporateFilming. All within two weeks. Work hard, play hard — and ship fast!
The idea for the logo design happened organically through discussions and sketches that were shared back and forth on Slack. In order to understand the meaning this logo had to convey, I first had to wrap my head around what this product was and the advantages it offered. The engineering lead gave me a pretty simple explanation about how Smart Hooks can securely turbocharge any API implementation, which was more dynamic than a regular ol' static webhook. That, was the inspiration behind the Lightning S — with hooks on both ends to give this logo the "smart" factor, with our logo mark as one endpoint and a webhook as the other.
One of the core values at OneLogin is creativity, which signals to everyone that "being creative" is not reserved exclusively for marketing or designers or "creative types". I don't care where or who a good idea comes from. I like working collaboratively and without ego to build on that idea. That's how I define "teamwork". And yes, it makes the dream work.
A sampling of collaterals that supported the launch of the product, which covered all layers of the customer journey funnel.
