Seeing the unseen: Motto’s luminous rebrand for CloudBees finds inspiration in the vision of bees

CloudBees is a DevOps software company that provides tools that help developers streamline the process of creating software from idea to production. Supporting over 10 million developers and 500+ enterprise clients, they specialise in bridging traditional on-premises systems with cloud-native technologies, facilitating enterprise cloud transformation. Founded in 2010, the company built its reputation on leveraging the open-source Jenkins technology, which was created by its founders. However, as the tech industry evolved, CloudBees recognised the need to move beyond its Jenkins-centric identity. The company’s legacy, while strong, needed to adapt to the changing demands of cloud technologies and hybrid environments. It was time for CloudBees to redefine their image, so they called on the expertise of NYC-based strategic branding agency Motto® to deliver a rebrand. “We knew a total transformation was needed to match CloudBees’ new direction,” says Co-founder & CEO Sunny Bonnell, “yet we were mindful of the brand’s history, so we made careful decisions about what was too much and what was not enough. They had previously gone through several branding exercises, so trust was a key factor in this project. This wasn’t just a visual refresh; it was a strategic reset to help the company charge towards its vision with more clarity and confidence.”