Brief
After Team '24, customers wanted proof: "If the System of Work is so great, how does Atlassian itself use it?" The company needed a content program using Atlassian as its own case study — demonstrating how 10,000+ employees across tech and non-tech teams use the product suite to do their work.
The challenge: no unified visual identity existed; the program needed to work across videos, e-books, display ads, social, webinars, and WAC landing pages; it had to bridge the core Atlassian brand, the System of Work sub-brand, and a new "meta" storytelling lens; and CMO mandate required video-first marquee assets.
Solution
Mosaic Ace deconstruction — Component shapes from the Atlassian logo mark used as foundational collage elements
Hand-rendered product tile iconography — Gestural line illustration representing specific products in an editorial way
Blueprint grid system — Subtle backing grid evoking systems thinking and architecture
Grain texture and depth — Tactile quality distinguishing the program from standard corporate collateral
Multi-fidelity kit of parts — High, mid, and simplified versions for different contexts, all maintaining the persistent grid and Ace-fragment motifs
Reversed-out product shapes — Solving the color-clash problem between SoW's colored shapes and complex collage compositions
Content Hub (WAC): Designed the resource library page with a brand-light header, video-first featured slots, and a filterable gallery sortable by role, product area, and content type.
Video Application: Developed graphic treatments for "Inside Atlassian" video series — title cards, transitions, lower thirds translating the collage system into motion.
Competencies
Brand System Extension — Created a sub-brand identity within the Atlassian ecosystem without fragmenting the master brand
Multi-Format Systems Design — Built for video, web, print, social, and presentations at varying fidelity levels
Content Architecture — UX thinking applied to marketing content: filterable, discoverable resource experiences
Scalable Handoff Design — System built so others can produce new assets without direct involvement every time
