SPINUP BRAND DEVELOPMENT/LAUNCH

As the newest entry into the crowded Simple Cloud Provider space, what was to become “SpinUp” 
needed a brand name, logo and multi-touch campaign to drive interest and subscribers.

The Assignment

In a crowded marketplace with clear leaders already established, datacenter giant RackSpace wanted to create an offshoot division that could compete with companies like Digital Ocean, Linode, Vultr as well as big players like Google Cloud and Amazon Web Services. All without connecting the new division to RackSpace in any overt ways. A brand name and logo mark that captured the position of the division was the first need to satisfy, followed by a complete launch campaign.

Brand Personality

The brand mark must reflect the simple, no-frills nature of the product.
• The Spin Up brand personality is approachable, accessible, straightforward and laid back while still getting things done.
• It is friendly but not silly, forward-looking but not edgy, new in town but on solid ground. 
• It is “consumery”, community-minded and made for the D.I.Y. upstart.

Brand Name/Logo Design

A broad range of names were presented, with ‘SpinUp’ selected as final. It has the double connotation of a startup business and a reference to ‘spinning up’ a new server. A range of logo designs were developed and presented, all representing the brand position in different ways. A final direction was selected and full logo set developed.

Expand style guide, establish social media presence

A visual library was developed for the new SpinUp brand and applied to relevant social media platforms.

Acquisition Campaign

With the brand established, a robust campaign was put into market to drive awareness and subscriptions.

Brand Video

Promotional video was created for social media as well as edited clips for banner ads.