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Windward’s Brand DNA

Posted on 11/25/2014

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I’m just back from the Colorado Technology Association’s (CTA) annual APEX Conference, where we exhibited and met with many of the 900+ Colorado technology professionals who attended this year.  This year’s theme was Innovation, Culture and Leadership.

The interesting twist for us was the CTA’s vendor challenge to create and display a sculpture that represented their “Brand DNA” – who we are and what we aspire to be.  Not your typical exhibitor application or area.

In the words of the CTA:

“This creative floor space within the APEX Conference is for technology companies and IT departments to MAKE and also DEMONSTRATE who they are, what they do, and why they MATTER.”

Game on for our intrepid marketing team.

So, what did Windward do?

Over the spring and summer, we launched the Beautiful Reports blog posts and eBook. As you can see from the photo to the right, those materials served as inspiration for our Brand DNA. To elaborate:


  • At the core of what we do is the shimmering silver stack, or the data source, which can be anything from Excel to SQL to Salesforce.
  • What Windward does best is enable the “metamorphosis” of the raw data into something tangible, signified by the plentiful origami butterflies.
  • A closer examination of the butterflies shows them to be actual color reports from our sample templates. Pretty cool.

Simple, flexible, and elegant. Our Brand DNA.

How did it all turn out?

Based on the responses from the audience, our sculpture was a hit.  The visual element added extra “lift” to our conversations about Windward, and the origami swans and butterflies made for unique giveaways.

I challenge you to complete the same mental exercise. What would best represent your company’s or product’s brand?  Not so easy, eh? If you’d like a butterfly or have other ideas on our brand, please share them in the comments below.

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Author: Larry Goldman

A B2B marketing leader with more than 18 years of professional experience in technology, SaaS and services, Larry drives market awareness and qualified sales leads through a rare combination of technical savvy, customer focus and persuasive communication.

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