Following a large corporate rebrand earlier in the year, Blackbaud needed a video asset to re-introduce the brand, convey our new identity, and establish an emotional connection with our audience. For the previous 35 years, Blackbaud’s corporate tone was stiff and unfriendly. We were seen as a company that cared more about our bottom line than our customers. Corporate copy was jargon-filled and at times self-aggrandizing, with a tendency to lead with our accomplishments rather than the outcomes we helped our customers achieve. We sought to begin changing that brand perception through this video.

We knew that to begin shifting our audience’s perception of the Blackbaud brand, we needed to convey humility. So every creative decision served to show Blackbaud as a humble, approachable, caring partner to our customers. The concept centers on the idea that we appreciate all the good our customers create in the world. We open by deliberately NOT taking credit for the work they do. The first half is a series of “we didn’t do this” statements, paired with happy and inspirational clips of the impact nonprofits make every day. The focus is exclusively on the good our customers do. Then, we transition to our role supporting them and helping them create more good, faster. We align Blackbaud as the trustworthy tech partner who plays behind the scenes, but is always at their side to help power them forward. Images are intentionally lighthearted and ethereal.