8x8

During COVID lockdowns, "Zoom" became a verb. But there were still dozens of cloud communications platforms vying for the enterprise market.

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

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