Brief
In March 2025, Atlassian achieved FedRAMP Moderate authorization for Atlassian Government Cloud (AGC) — meaning U.S. government agencies previously blocked from migrating to the cloud could now securely adopt Jira, Confluence, and Jira Service Management.
Atlassian had never marketed directly to government decision-makers at brand scale. This was a completely new market with a fundamentally different buyer — federal C-levels, division chiefs, IT admins — operating in a world of strict compliance language, long procurement cycles, and deep skepticism of "tech company marketing." The campaign needed to introduce AGC, build credibility, and generate pipeline while establishing a 1–3 year creative platform. Budget: $1.25M.
Solution
"RAMP it up!" — plays on the double meaning of RAMP (FedRAMP standard + momentum/acceleration). Key visual system elements:
Ultra-bold, italic typography on solid white backgrounds — credible and authoritative for a government context
Directional arrow and cloud icon — visual call to action representing the "ramp up" to cloud
4° sloped shape anchoring graphics — a subtle play on the FedRAMP Moderate distinction
Color variation for emphasis within the headline system
Key Metrics & Outcomes
Aided brand awareness lift (exposed vs. control): 20% → 32% (+60% relative lift)
Top 2 box familiarity lift: 13% → 24% (+85% relative lift)
Advertising awareness lift: 9% → 15% (+67% relative lift)
Top 2 box likely to purchase lift: 13% → 23% (+77% relative lift)
"Trusted, credible government software vendor" perception: 15% → 26% (+73% relative lift)
Competencies
Market Adaptation — Translated Atlassian's playful brand into a credible voice for the most regulated U.S. sector
Creative Platform Thinking — Designed a system flexible enough to span OOH, print, digital, podcast, and web across multiple phases
Campaign System Design — Built the campaign book so Phase 2 and Q4 extensions could execute within the same framework
Vertical Market Expertise — Leveraged FedRAMP compliance context and public-sector buyer psychology in a fun, entertaining, and differentiating way
Early exploration
Early exploration
Early exploration
Initial ideation and concept thinking
Projects like these take a village to pull off, and often pass through many hands before seeing the light of day. A very special thanks to Holly Hessler, Sean Dunnigan, and Christina Jirachachavalwong. Without them, this project would have never survived and been as awesome as it ended up being. Through a gauntlet of changes, reviews, and uncertainty, y'all helped sell through and champion creative ideas that really made a difference!