Verkada - Brand Evolution
The Beginning
In the Fall of 2020, I joined a B2B company called Verkada. It had just turned 4 years old, but had already garnered clients like Tesla, TikTok, Equinox, and Square, and turned itself into a billion dollar unicorn. A new challenge, taking enterprise security (perhaps the last thing on people’s minds), and building a brand around the tech, the people, and everything in between.
When I joined the team, it was just me running photo and video production for literally everything. So we hit the ground running, with an OOH series in San Francisco and Salt Lake City.
OOH
The design team created an simple outdoor campaign that could both raise awareness and also draw in potential candidates. A simple approach - communicate the core value of Verkada, and make that value resonate with everyone.
In addition to the out of home buy, we documented the billboards in each city (San Francisco and Salt Lake City) and created shareable content for social media and digital recruiting ads.
Recruiting
As we continued down the path of recruiting and growth, we began to localize our efforts and target specific areas where we wanted to grow our headcount. This took me to London, UK and Sydney, AUS, to interview employees on the ground, and tour their regional offices, and get a better understanding of what each city has to offer.
In addition, I photographed local employees in San Mateo, CA, for HQ hiring support.
London, UK
The Brand Story
As the company grew, it became time to revamp the old talking head ‘who we are’ video. As it’s no longer just a video security company, but rather a family of products that seamlessly work together, for a full enterprise solution.
As a next step, we took it up a notch to create a new brand video, partnering with Ivan Bird of Rattling Stick, seen below.
Further evolution of the brand led to customer storytelling. And as we grew the team internally, it allowed me to step into the Director and Director of Photography roles for Verkada’s customer stories, featured below.
Social & Ads
In addition to building the brand image, a decent part of my job is to create ads that draw the viewer in. I’m constantly experimenting with content styles, both as stills and with motion, to generate clicks and create leads. Below are some of these ads, all shot practically.
