Must Data Science Brands Be Boring?

Stitzlein Studio was approached by the marketing team at Cloudera to reimagine their design system for all marketing channels, including digital and environments.  Cloudera is the result of a merger of two small but influential companies in data analytics, which presented an opportunity for the client to compete with the better-known brands and, at the same time, presented the design studio with a chance to set a new tone for an industry crowded with similar products and services like IBM Watson, Amazon Web Services and Microsoft Azure.




In developing a brand system, typeface design, new photography and overall voice for Cloudera, the Stitzlein Studio team asked and answered the question: Who says that data science has to be boring? “Most brands in data analytics take a very unemotional approach to their marketing,” Joe Stitzlein explains. “We think that’s a missed opportunity. Cloudera believes that the greatest breakthroughs of the next century will take place because of the power of data science, which gives them permission to take a more exciting stance in the marketplace.”



That approach informed development of a new logotype that features “a bold, striking design which reflects their confidence as a leader in cloud computing and data science;” a brand anchored by a graphic system built from a simple 45˚ line that can be used to build patterns, fields of color, and a custom typeface; and an overall voice that, says Stitzlein, reflects Cloudera’s culture of “warmth and humanity. We amplified this with a voice that is approachable; taking tech speak and translating it into human speak.”


Stitzlein Studio is led by creative directors Joe and Leslie Stitzlein who, together, have more than 20 years of experience working on both the client and the agency side at companies such as Nike, Google, Pentagram, Landor, SYPartners and Chronicle Books.