When Callstack, the European software developers, maxed out their ability to sustainably acquire new leads using performance marketing, they needed to unlock the commercial value of their brand and find more profitable ways to grow.
Designed at Creative Business Company
Illustration - Mirko Grisendi
The challenge
While Callstack had established awareness and authority with developers through their regular contributions to the Open Source community, they struggled to engage with senior non-technical stakeholders (usually key decision makers in large businesses) making it difficult to close larger enterprise deals.
Insight
Callstack (alongside Meta) were architects of React Native - a programming language for mobile apps. That meant they didn’t just think about apps, but the broader context within which software is used and built; the skillsets of employees, the structures of teams, the culture that surrounds it all. There was a bigger story that needed to be told - both verbally and visually.
Strategy
We decided to brand their unique philosophy and approach. We called it ‘Total Software Engineering’ and behind it was a big idea that proclaimed that great software has the ability to shape its surroundings. Through thoughtful app design, businesses could break down silos, streamline teams and simplify how they work. This strategy would allow Callstack to shift their messaging from the technicalities of coding, to business benefits that senior non-technical stakeholders cared about.
Visual Identity
Using buildings and cities as a metaphor for businesses, we created a unique visual universe that brought our positioning “Total Software Engineering” to life. The protagonists of the universe are Callstack developers, who have the power to shape the landscape for the better.
