As Atlassian’s flagship product Jira grew to accommodate larger teams, the company developed an advance version of the product, Jira Work Management, that would better serve the needs of larger companies and enterprise accounts. And a few months before it’s launch during TEAM ‘22, our team was tasked to get customers excited for the new product.

Since this was a new product, we had to define a unique sub-branding to differentiate it from the other Jira products Atlassian offers. This mainly consisted of using the metaphor of overlapping pipelines to mirror how JWM would share data between different teams within an organization.

As we continued to refine the sub-branding, I worked with our internal motion and copy teams to build out our storyboard for the video. And after multiple iterations (including changing the name of the product a week before the event) I created the final assets that the motion team used to create the final video.