8x8

In the COVID era, "Zoom" had become a verb — but there were still dozens of cloud communications platforms vying for the same market.

It was a crowded, jargon-heavy industry, so we played with the jargon. Since 8x8 uniquely bridged employee tools with the contact center, we defined that as a new category: XCaaS.

As creative director, I led verbal identity and copy direction for the XCaaS platform, including positioning, voice, and messaging architecture, which we paired with artwork from internationally renowned motion artist David McLeod.