Codegen — Project 04

Brand & campaign

Creative direction, from identity to out-of-home

I owned the go-to-market campaign that took Codegen's brand off the screen and into the city — a roughly half-million-dollar program across out-of-home and paid digital.

Context

A launch campaign for a developer tool has to land with a technical audience and still feel ambitious. The brand system had to translate from a product screen to a billboard without losing itself.

Approach

The centerpiece was an out-of-home program across San Francisco — wall murals and billboards mapped and placed where the audience actually was, from SoMa and the Mission to the approach to the Bay Bridge.

A San Francisco street map with Codegen billboard mockups composited at their real placements across the city, each pinned with a location marker. — Campaign — San Francisco placement map

The creative carried the brand's lines — Make every engineer a 10x engineer, Ticket to PR in minutes, Ship from anywhere — across wall murals, static and digital bulletins, and a paid-digital program that met the same audience online.

An out-of-home wall-mural placement: the campaign creative mocked up on a Mission Street building in SoMa with a location spec panel. — Wall mural — SoMa

A digital bulletin placement: the campaign on a digital billboard near the San Francisco Bay Bridge toll plaza. — Digital bulletin — Bay Bridge

Paid digital — Performance Max

Outcome

A campaign that carried the brand into the world — a cohesive launch, from the city's streets to the same developers' screens, that matched the ambition of the product behind it.