Cisco Meraki · Meraki Go · Sub-brand launch
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Cisco Meraki · Meraki Go · Sub-brand launch
Cisco Meraki builds powerful, enterprise-quality networking. But not every business is an enterprise, and great networking matters to everyone. Meraki Go was built for busy owners without IT staff: dead simple to set up and quick to deploy.
The challenge was explaining cloud-managed technology to small business owners without confusing them or cannibalizing the enterprise line.
We stepped away from typical B2B marketing and designed for people used to buying like consumers. Playful art direction and an approachable tone humanized the product, starting with the launch promo.
A consumer look made the whole journey feel easier using generous white space, more fashion-forward type, clean iconography, and original photography shot with a local photographer to create an approachable look and feel. The identity, packaging, and art direction were all created in-house.
A beta site already existed, built in a hurry. Rather than reskin it, we rebuilt it with our website partner, Clay Global, and focused on two things: discoverability, through an SEO-friendly hierarchy, type scale, and iconography, and visual richness, through layered art direction, video, and motion that told the story as you scrolled.
Brand, art direction, photography, and packaging: in-house, with Kristina A (art direction and UX) and Eric C (illustration) · Website: Clay Global, agency partner