You could say our agency was born out of Drift. When Drift was the ‘new kid on the block,’ Algert (our founder) was there full-time as employee #5, working closely with the leadership team to craft the OG brand and vision that set them apart in the crowded B2B space. And while Drift’s brand has evolved through acquisitions, that early work was key to their success and making them stand out.
From there, Algert built this agency using the same creative magic he brought to Drift. We kept the collaboration going, working with the Drift team through their insane growth 🚀 and all the way to Unicorn status 🦄.
"I value the passion and energy in the people I work with. Algert brought a lot of that to Drift. His design aesthetic is always on point, and his vision for branding is worth gold."
David Cancel
CEO, Drift
Drift’s founders saw that the traditional way of marketing to buyers, particularly in the B2B Saas space, wasn’t working. Customers expected an experience that was lightning-fast, but every B2B brand was seemingly playing by the same rules, using the same old marketing playbook. The result? Hundreds of mediocre experiences that were slow and frustrating. Buyers don’t want to fill out a lead form and wait for a few days to receive an email only to be asked to schedule a call to learn more.
**Conversational Marketing has entered the chat.**
Drift’s goal was to completely change how brands interact with their customers. They needed to create a whole new category, educate the market about their solution, and stand out from the rest of the B2B crowd. To pull that off, they needed a brand foundation that was both visually striking and unforgettable.
At our agency, we follow the 80/20 rule: 80% of the work is regulated by traditional branding guidelines, while 20% is left open for exploration and experimentation. Our goal is to promote creativity, not limit it.
We applied this principle to develop the Drift Brand Cookbook—a simple guide that outlined the key ingredients for maintaining Drift’s brand across various channels and experiences. The ingredients? Human, Bold, and Playful. The result strikes a balance between visual consistency for instant recognition and the freedom for imagination and experimentation to keep things fresh—a statement AND a question.
With the ‘ingredients’ in place, the Drift team was eager to bring the brand to life.
We collaborated closely with them to brainstorm fresh ideas and creatively engage their audience in new ways. While many amazing projects came out of this partnership, a few stand out as our favorites:
A key part of Drift’s strategy—and their success—was creating content that didn’t feel like marketing. As their marketing efforts grew, so did the brand (along with many sub-brands).
Now, we’re not saying Drift started the thought leadership content trend we see everywhere today, but they were definitely one of the first B2B brands to experiment with podcasting as a marketing channel. And it worked. This later evolved into an entire network of chart-topping podcasts, known as ‘The HYPERGROWTH Network.’
Community building was another core part of Drift’s marketing strategy. The team wanted to create a space where marketers could connect, share best practices, and brainstorm together.
HYPERGROWTH, Drift’s annual customer conference, was a major part of this effort. We helped develop the event’s branding as an extension of Drift’s overall brand, creating all the assets needed to bring both the event and the brand to life.
"We've partnered with Algert a few times for our HYPERGROWTH Boston and San Francisco events. Each time, Algert was able to create the unique vibe, creative strategy, and branding, we needed to stand out."
Jana Erickson
Director of Events, Drift
As part of their content marketing strategy, Drift’s executives co-authored several books, including Conversational Marketing, This Won’t Scale, and Hypergrowth.
We collaborated with the team to bring their vision to life, creating full-fledged sub-brands for each book. This included everything from visuals and cover art to digital landing pages and more.
In 2020, Drift saw a 70% increase in annual recurring revenue (ARR), a testament to the incredible results their customers were experiencing. By 2021, Drift reported generating $5 billion in revenue for their customers. That same year, Drift was acquired by Vista Partners for $1.2B and later became part of SalesLoft. We’re proud to have contributed to building a brand that reached unicorn status 🦄.
We’re passionate about building outstanding brands. Whether you are an Enterprise or an SMB, if your vision is to build an amazing brand, we want to work with you.
Some of our clients:
We’re passionate about building outstanding brands. Whether you are an Enterprise or an SMB, if your vision is to build an amazing brand, we want to work with you.
Drift⚡️: Building the Foundation of a Unicorn Brand
Metadata: Building The Next Unicorn Brand
Goodtime: Completely Brand Overhaul in 3 months
Privy.com: Brand Makeover
Client Reactions
