Integrating a developer tool to resonate with its community post-acquisition

Background

Cloud9, a leading online integrated development environment (IDE), was acquired by Amazon in 2016 to become part of Amazon Web Services Known for supporting multiple programming languages and leveraging Node.js, Cloud9 provided developers with a seamless, browser-based coding experience. AWS sought to integrate this innovative tool into its suite of services while refreshing its brand identity to align with AWS's core values of scalability, accessibility, and innovation.

Challenge

Following the acquisition, AWS needed a brand identity for Cloud9 that would resonate with its enterprise customers and developer community. The challenge was to honor Cloud9's legacy as a beloved tool among developers while positioning it within AWS's broader ecosystem of cloud services. AWS tasked L+R with designing a brand identity that reflected the cutting-edge technology and user-centric ethos of both Cloud9 and AWS.

Solution

L+R undertook a comprehensive process to redefine Cloud9’s identity while maintaining its developer-centric spirit. The team began by deeply analyzing the Cloud9 brand and AWS’s vision, engaging with stakeholders to understand the strategic goals and expectations. Through an iterative design process, L+R crafted a visual identity that merged Cloud9’s dynamic and innovative roots with AWS’s focus on scalability and trust.

The resulting design featured a sleek, modern logo and a versatile visual language that bridged the gap between developer culture and enterprise reliability. To ensure the brand would resonate at AWS Re:Invent and beyond, L+R delivered a cohesive style guide, detailing its application across digital platforms, marketing materials, and event showcases.

Impact

The new Cloud9 brand identity was unveiled during Werner Vogels’ keynote presentation at AWS Re:Invent, marking its official integration into the AWS suite. The rebrand successfully positioned Cloud9 as both a cherished tool for developers and an integral part of AWS’s robust offerings. The launch garnered positive feedback from the developer community and enterprise clients, enhancing Cloud9’s appeal and solidifying its role in AWS’s ecosystem. Following the rebrand, adoption rates of Cloud9 within AWS’s platform saw a measurable uptick, demonstrating the brand’s renewed relevance and impact.