Humanizing a cloud storage brand for a public-market moment.
Backblaze had built a powerful cloud storage business. As an in-house creative leader, Clay helped scale the brand, website, media, creative systems, and IPO storytelling so the company could show up with more clarity, humanity, and momentum at a major growth moment.
The product worked. The brand needed to scale with the business.
Backblaze was moving through a consequential stage of growth and needed creative systems that could keep up with the company’s ambition. The challenge was not simply to make the brand look better. It was to differentiate a technical cloud storage company, increase creative output, support a public-market moment, and make the company’s value easier for broader audiences to understand.
Clay helped build a scalable creative engine across brand, website, video, campaign, and IPO communications.
The work connected creative leadership with team building, systems, storytelling, and high-pressure execution. Clay managed a multidisciplinary creative team spanning in-house designers, motion designers, videographers, freelancers, and agency partners, contributing to a reported 400% increase in project delivery. He also directed creative for Backblaze’s IPO campaign, including the IPO roadshow video, Times Square takeover, interviews, testimonial content, and follow-on media. The work extended into a company-wide rebrand and website redesign, helping align the brand with a more visible business moment and a broader growth story.
The work helped Backblaze show up with greater clarity, scale, and market visibility.
Reported outcomes included a 120% increase in brand awareness, 79% growth in website traffic within six months, a 400% increase in creative output, and more than half a million video views within the first few days of the IPO campaign. The larger value was strategic: the creative system helped translate infrastructure into a more human, visible, and scalable brand story during one of the company’s most important business moments.
Loved working with Clay and having him on our team. He led the creation of our IPO roadshow video and follow-on media, the redesign of our website, and so much more. He was always cool under pressure and a pleasure to work with. Get him if you can.”
