ThoughtSpot

Project Scope
  • Brand strategy
  • Identity
  • Web design
  • Content framework
  • Motion Design
  • Photography
  • Illustration Style
  • Marketing Material
  • Product integration
ThoughtSpot, Inc. is a technology company that produces business-intelligence analytics search software. Founded in 2012, ThoughtSpot had raised over $500 million in funding (as of May 2019), putting the company into unicorn territory with a valuation of  $4.2 billion.
My role
As a senior creative director, I worked with founders and CMO to define creative vision for brand refresh. Over the course of four and half years. I hired, mentored and lead the team of designers, and freelancers. I managed the relationship with the agencies.

My main focus was to influence the executive team and turn business strategies into design principles. Working at the start-up sometimes required hands-on design contribution. In those situations I rolled up my sleeves to deliver what was needed.
Identity & Branding

Change.
The constant thing.

To better position themselves as a visionary in the fast growing analytics industry, ThoughtSpot decided to refresh their brand.
Logo helped set the tone for rest of the brand. We extracted simple but versatile elements from logo: lines and dots, to build the rest of the visual look & feel of the brand. Patterns, colors, icons, typefaces and shapes were added as additional tools to tell a story.

Defining the roadmap

Listening to the founders, talking to customers and marketers helped define a direction for our brand refresh.

The key words were: Simple, Open & Actionable. Our objective with brand refresh was to create a design system that is flexible, would differentiate us from our competitors, and can evolve over time while remaining true to our core brand principles.
Next step toward brand development was to identify customer touchpoints, so that we could create a customer journey map.

Simple

Provide true
self-service analytics with
Search & AI

Open

Build engaging
data apps on a developer-friendly, low-code platform

Actionable

Bring data insights directly
into your favorite business apps to drive smarter decisions

Setting the foundation

A clean logotype, a crisp typeface, fresh colors, friendly illustrations, and purposeful patterns made ThoughtSpot’s visual identity come to life.

Brand Launch Video

Illustration and Motion Design

With Illustration style our challange was, how do we create a style that is friendly, simple and yet speaks to technical supiriority of ThoughtSpot?
Left Channel, our talented agency partners helped us derive to this solution. The characters successfully float in and out of a fantasy world without making AI, and data analytics look intimidating.

thoughtspot.com

ThoughtSpot’s brand personality and story came together on the website. Home page offered quick insights on product benefits, as well as new features and announcements for potential customers.
The mobile version shows the website that was launched in 2018.
Three marquees show a quick overview of how the brand has evolved since 2018.

Instant insights for all

Product demo videos were informed by a high level of insight into customer needs, use cases, and product value we deliver.

ThoughtSpot for Banking

ThoughtSpot Cloud

The Modern Analytics Cloud

Print Collateral

Performance Marketing Campaign

The tide has tipped. A new era of analytics
has arrived and data leaders everywhere are
embracing new modern cloud analytics.

Digging into data

For more than 20 years, dashboards served as a foundational
element of business intelligence. But in today’s always-changing world, modern businesses can’t afford to wait days or weeks for trained analysts to produce insights. The dashboards are dead,
and modern cloud analytics is taking its place.
Analytics adoption rates have stagnated at 30%
Only 10% of executives believe their company is analytics-mature
More than 84% of frontline workers report poor analytics experiences
My role
Given all the information, my role was to turn business strategy into design principles and convert design principle into into a campaign.

What is the message?

Business users and executives are dissatisfied
with dashboards. They want better tools that can
unlock data insights for them.
Social media, webinar, blog, digital ads,
ebook and emails; the campaign covered
all the grounds where targeted persona
could be reached.

Operationalizing dark data
improves bottom line outcome

The numbers below show the impact created
by campaign in two months since the launch.

10K+ Downloads
166 New business meetings
109 Sales opportunities
$10M Sourced pipe line

Event branding

ThoughtSpots’ brand expression extended to events such as user conference graphics, thought leadership world tours, and booth design.

Beyond Welcome Wall Graphic

Beyond User Conference Intro Video

Beyond Conference Badge

Beyond keynote

Thought Leaders Event

Thought Leaders Event Promo

ThoughtSpot Booth

ThoughtSpot Booth

Impact

Refreshing brand helped ThoughtSpot find their focus. Meaningful articulation of values impacted the overall execution and the strategy. With the clear and consistent narrative ThoughtSpot was able to connect with new potential clients, and stand out from the competitors, thus boosting the bottom line.
2021

ThoughtSpot raises new funding at $ 4.2 Billion valuation

Following the company’s significant cloud growth, $100M in new funding was aimed at accelerating innovation, and helping bring the Modern Analytics Cloud to companies around the globe.
2020

108% YoY revenue growth

Fiscal year 2020 marked record growth for ThoughtSpot across the board.
2019

$1.9 billion valuation

ThoughtSpot has raised  $563.7 million in funding with its last valuation of $1.95 billion in August 2019.
2018

$145 million raised in series D

The funding was oversubscribed with strong participation from both existing as well as new investors.
Team/Credits
Ajeet Singh
Founder/Executive Chairman
Amit Prakash
Co-Founder/CTO
Sudheesh Nair
CEO
Scott Holden
CMO
Kaushik Patel
SVP Business Operations
Emma Robinson
SVP Corporate Marketing
Alonzo Canada
VP Experience
Megan Boone
Director of Demand Gen
Derek Kim
Freelance Senior Art Director
Michael Chan
Lead Designer
Susannah Franklin
Visual Designer
Veronica Bliman
Senior Brand Designer
Matt Carlson
Freelance Illustrator
Emily Ward
Garnish Events
Fireart Studios
Animation/Illustration
Erin Beach
Photography
300 Feet Out
Web Development
Left Channel
Motion Design Agency
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