Customer Marketing @ Events
We wanted to showcase and highlight our customers,
so why not just literally display our customer stories in frames…
Context
Over 300,000 companies in the world use Atlassian products, but the company had never really leaned into that fact. In 2024 we decided to focus on highlighting our customers in a big way.
Role
Art direction | Research | Project management | Photography editing | Brand strategy & development
Process
In our team’s brainstorms, we kept talking about showcasing our customers, and building a gallery of all of our amazing customers. The team explored a lot of different ideas, but the idea that won out in the end was the most literal one.
I proposed that we just showcase our customers and their stories in frames to visually speak to the importance of their work. And we try to share the products and services from our customers with our audience. Doing so all in a curated and approachable way that was inviting for everyone to come and immerse themselves in the success stories.
An early mockup of how the immerse experience could manifest at our events
Framing our customer stories
The idea to frame customer stories was easy to implement, and it elevated the content while showcasing a lot of customer stories in a passive experience.
We were able to feature hundreds of customers and stories at our events, the frames we used were from a customer of Atlassian’s, and when it worked we displayed artifacts that represented our customers too.
Hey that’s me!
I really nice interaction that we observed was when our customers or their teammates would see themselves in a frame. It was always really nice to see our customers get excited to see their stories treated with care in a picture frame, the additional social media reach didn't hurt neither.
Customer café
As part of highlighting our customers, we also built the customer café featuring Breville, where we served their beans and coffee made from their machines, while displaying frames that featured their customer story.
The café itself was a great way to draw attendees into the passively immerse themselves with our customer stories.
The more the merrier
The customer café started just as a customer marketing initiative, but as a café we felt it only made sense that we invited other smaller programs to take advantage of the space to bring in more activities and experiences for our attendees. While the additional programs weren’t customer focused, they helps drive in more attendees while keeping the mood in the café fun and diverse.
Chloe Shih getting her caricature portrait done in the café
Team spirit candles were also available for our attendees
Franchising this thing
The customer gallery and café was also replicated in Barcelona for the European edition of our annual conference. We featured a whole new cast of customers and stories from the region that would be more relevant to the attendees.
