A New Era
Where brand design meets product truth
Cloudera basically invented big data.
The cloud and data services provider helps companies manage, govern, and activate their data. But in today’s world, the conversation has shifted from big data to AI. AI now dominates boardroom attention, and Cloudera’s legacy threatened industry irrelevance. They had evolved well beyond their legacy, but the market hadn’t caught up.
Cloudera is the only data company that allows customers to access 100% of their business data—connecting data on-prem and in the cloud. This hybrid enables them to feed all their data to get the best AI results.
When they came to Just Global, they wanted to turn their legacy credibility into modern relevance. Our mission was to take back their market share and category leadership.
Challenge
Cloudera needed to reintroduce itself at the exact moment the market changed. Their story couldn’t be just about data anymore; they needed a new narrative about ensuring data’s AI-readiness. The company had recently undergone a rebrand and had a hands-on brand team. We needed to build on this existing foundation, extending their brand into new territories. They required fresh thinking without discarding the brand’s equity.
After coining the term ”True Hybrid,” Cloudera needed to test whether it would resonate in market. The campaign needed to scale globally across regions and audiences. We had to shift the message to speak to the C-suite, from product benefits to business outcomes. This couldn’t just be a splashy brand play. The work had to prove that storytelling could reshape perception, drive demand and influence pipeline to generate revenue.
Strategy
Our job wasn’t to invent a story. It was to uncover the one only Cloudera could own. We would then partner with the people closest to the brand to build a concept the business could use and believe in.
Solution
Big ideas often have small beginnings that are hidden in plain sight. The idea was already in Cloudera’s name — we just gave it power. By elevating “ERA” from the logo, we turned built-in brand equity into a campaign platform that Cloudera could own. That’s what made “The _ Era” so impactful. It became a proprietary verbal and visual platform, a storytelling device, and a future-facing system the brand could keep building on as the market evolved.
We then created a visual device that shows how Cloudera brings data into one view. It wasn’t just a modern look, but a smarter way to express what makes them unique.
Cloudera is a pioneer. They changed the game when they first came to market. And now, they’re doing it again—by turning their legacy into leadership.
Results
By modernizing Cloudera’s story for the AI era, we created work that was not only distinctive, but commercially effective. The result was a brand campaign that helped reposition Cloudera, improve conversion efficiency, and show measurable impact on revenue.
higher entertainment value than B2B benchmarks
higher conversion rate among search visitors
in revenue tied to brand campaign influence
higher average deal size due to brand campaign
