Snowflake

Branding Snowflake for massive scale

Snowflake offers businesses of any size, in any industry, the opportunity to be truly data-driven. Since 2016, we’ve helped build the Snowflake brand for every stage of their journey as they evolved from an unknown player to Silicon Valley unicorn to the largest software IPO in history.

Scope

  • Brand
  • Campaign
  • Digital
  • Experiential
  • Strategy

Challenge

Snowflake needed to stand out in a sea of traditional, on-prem data warehouses. This meant clearly communicating differentiators and creating a demand gen machine that leveraged their brand to drive sales. Snowflake required a creative agency partner who shared their vision, understood their unique position, and possessed the tools and flexibility to spread their message globally.

Approach

Building an effective demand gen machine requires a deep understanding of the target market, plus a scalable, replicable framework. From there, long-term success comes from the strength of the brand and the ability to drive consistency. We consider ourselves an extension of the Snowflake marketing team and sometimes even a brand guardian. Helping a hyperscaler grow means supporting Snowflake on a variety of projects to broaden their reach and convert new audiences, including targeted campaigns, conference event and employer branding, content marketing, and more.

Impact

We are a global partner with Snowflake, offering local support for different regions and teams – from corporate to demand gen to field to partner (and beyond). From a marketing team of three in 2016 to 200 today, Snowflake has grown to a position of international pre-eminence as the result of a coherent, forward-looking sales and marketing strategy – one built from the outset on a foundation of true brand consistency. Every iteration of the brand has been carefully thought through and built on lessons learned, then applied, to truly reflect Snowflake at each stage of their evolution.

Website design and development
Website design and development
Snowflake Summit user conference branding
Snowflake Summit user conference branding
Global customer campaign
Global customer campaign
We have had several significant brand revisions with Sköna. It’s really consistency that drives a brand. Sköna is that consistency.
Lars Christensen, VP of Marketing & Demand Generation, Snowflake
Snowflake campaigns and initiatives
Snowflake campaigns and initiatives
The Story of Snowflake book
The Story of Snowflake book