Finding a common language
New Relic
Visual Design by Design Farm
Brief
New Relic leads in cloud-based observability, but as the company scaled, the consistency of its messaging had started to slip. Different teams were interpreting the brand in different ways, making it harder to communicate a clear point of view in a crowded technical category. We rebuilt the foundation, sharpening positioning and developing a voice framework their teams could reach for every day.
Brand Narrative & Positioning
Brand Archetype Development
Voice & Tone
Messaging Framework
Copywriting
A voice built for engineers
We started with deep discovery, then shaped a brand archetype and a set of voice traits that carry from engineers in the weeds to executives setting strategy. The guide gives their teams a system they can apply across everything New Relic publishes, from technical documentation and product pages to competitive content that closes deals.
Training for muscle memory
A brand guide only works if people use it. We ran weekly training sessions with New Relic’s writers and reviewed editorial submissions from teams across the company, guiding their more complex pieces until the voice became second nature.
“Voice work at this scale isn’t a writing challenge, it’s a coordination challenge. New Relic had teams across marketing, product, and content all interpreting the brand a little differently. The real work was getting those teams organized around a shared language.”
