Looker: A Modern Business Intelligence & Analytics startup
©2019, In-house
©2019, In-house
Overview
Looker Data Science was built on a proprietary SQL-based, cloud-native SAAS. It was powerful stuff, but it was hard to explain. I knew that if we wanted people to pay attention, we needed to find a way to make it powerful yet approachable to break through the B2B noise.
Looker Data Science was built on a proprietary SQL-based, cloud-native SAAS. It was powerful stuff, but it was hard to explain. I knew that if we wanted people to pay attention, we needed to find a way to make it powerful yet approachable to break through the B2B noise.
Looker's legacy logomark
One of the many billboards across key markets for our 2nd campaign focusing on real people solving big problems.
A visual flyover of the main Looker booth design for the 2019 Join conference at the historic SVN building.
A deeper look
Challenge
When I joined Looker in late 2018, the company was a fast-growing startup poised to become a global leader in Business Intelligence. My challenge was to mature and refresh the brand identity, in preparation for an upcoming IPO, while preserving their unique, laid-back culture.
Solution
We shifted the brand's focus from complex technology to its human impact. Looker was already empowering businesses to make better decisions and drive growth. Collaborating with my creative director, I designed a brand that was both performance-driven and emotionally resonant. Through a blend of vibrant illustrations, striking photography, conversational language, and a distinctive color palette, we communicated Looker's capabilities more clearly. I developed a highly scalable and enterprise-ready visual system that was both iconic and relevant to the evolving world of data modernization. This refreshed brand identity, combined with compelling storytelling, enabled us to connect with a broader audience and contribute to significant business growth.
Results
Our efforts culminated in a successful out-of-home and display campaign that generated 7.2 million impressions, driving the highest volume of traffic to the Looker website to date. Looker rapidly became one of the most discussed data analytics companies globally and emerged as a challenger in the Gartner Magic Quadrant. I'm proud of my contributions to Looker. We helped democratize data analytics and demonstrated that a small startup could compete with industry giants. In June 2019, Looker was acquired by Google Cloud for $2.6 billion. Read on to see what happened next.
Creative Director
Stacey Lavish
Collaborators
Senior Copywriters / Michael Ricigliano & Brian Daignault
Project Managers / Sarah Trankle & Stacy Walsh
Senior Copywriters / Michael Ricigliano & Brian Daignault
Project Managers / Sarah Trankle & Stacy Walsh
Awards
Silver ADDY Silicon Valley: DEI brand campaign & Billboard Campaign
Silver ADDY Silicon Valley: DEI brand campaign & Billboard Campaign
