Ryan Fetterhoff's Portfolio
Role
Brand Experience Director
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Year
2017-2018
Team
3 Senior Designers
Production Designer
In 2017 Oracle was struggling to communicate their cloud based positioniong to thier audience and were unsuccessful at separating Oracle from competitors or changing the mindset that Oracle was late to the cloud.
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The Problem
Oracle needed a new way to position their brand as a strong competitor in cloud computing at Oracle OpenWorld.
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The Solution
While learning about Oracle Cloud solutions and researching leading competitors, it became clear that the competitive advantage Oracle held in the market was that they were integrated in the cloud at every level. For this concept I wanted to find a new way to speak about the cloud through an abstraction. The power of the cloud is to know it from the inside out. The concept of being inside a cloud and looking out through a prismatic reflection and refraction of light. Gradient spectrums were utilized to overlay images of people engaged and having fun at the event. ​​​​​​​
What came before
In 2016 Oracle used a brand that focused on cloud based iconography and heavy cloud based messaging that failed to properly tell the Oracle cloud story.
Developing the brand
Finding a new way to talk about the cloud
Previous Iterations
Enhanced Reality
Oracle Openworld gives you an opportunity to see the world in a new light, view your business from a new vantage point, and continue your evolution to the cloud. Discover new possibilities, break with
conventionand find new opportunities to innovate. Whether the transformation is personal or professional, OpenWorld is the event to learn the latest digital tools to enhance your reality.
Threshold
The world around us is in constant evolution. Business and technology is transforming at an ever increasing rate. As the move to the cloud continues, this business evolution has only increased in speed. It doesn’t happen in steps, stages, or versions: it’s happening all the time.
Through a concentrated, focused experience of learning, connecting, and exploring, Oracle OpenWorld is a force that helps you transcend the threshold of what you thought was possible and allows you to reach beyond to discover what comes next.
Final Brand
Inside The Cloud
Everyone talks about “the cloud” however only Oracle delivers a fully integrated cloud platform allowing data to move at the speed of business. Although the cloud is traditionally viewed from the outside-in, it is more powerful to know the cloud from the inside-out. At Oracle Openworld, we invite you to connect, learn and join us in looking out from within the cloud.
The Final Brand
A growing number of companies choose Oracle Cloud to drive business transformation by reducing IT complexity, accelerating innovation, and improving customer experience. Oracle OpenWorld offers new and enhanced opportunities to connect, learn, and discover the transformational power of the cloud.
Primary impression
Secondary impressions
A detailed style guide was created to guide both internal and agency partners on how to interact with the brand to maintain brand consistency
Taking the brand onsite
Taking the brand global
The brand's success at Oracle Openworld led to it being the preferred brand for international locations as well.
Reactions
“ The appreciation Ryan garnered across Global Events, Field Marketing, and Customer Programs organizations was equally matched by the trust he earned of his team, his peers, myself. ”
- Oracle Vice President of Brand Communications