Holonis
Holonis Brand Strategy/Design
“Be Found”
2023
We created a cohesive campaign of assets highlighting customer use cases and the importance of backing up files with Backblaze cloud storage – all centered around the campaign slogan “Blaze It.” Online video, digital ads and social posts were created and geo-targeted in New York leading up to and during the IPO, with a Times Square takeover of all major video boards on IPO day.
Problem
Breaking into B2B Cloud Storage Against the Odds
Backblaze faced the daunting challenge of entering the crowded B2B cloud storage space dominated by tech giants like AWS, Google, and Microsoft. Brand awareness was low, the category lacked emotional connection, and customers were being treated like account numbers—not partners.
Solution
Blaze It: A Rallying Cry for Builders, Makers, and Data Defenders
We repositioned Backblaze as the empathetic alternative—an ally to the engineers, coders, and creators who care deeply about what their data represents. “Blaze It” became a rallying cry and brand platform that celebrated these unsung heroes and redefined what it means to protect what matters most.
The campaign came to life through:
• Hero brand films that infused pride and purpose into B2B storage
• Targeted digital and social campaigns aimed at IT decision-makers
• A Times Square media takeover to mark the Backblaze IPO
Result
IPO Momentum and a Scalable Brand Story
Backblaze successfully launched its IPO on NASDAQ, stepping confidently onto the global stage. “Blaze It” didn’t just introduce a brand—it established an enduring platform designed to grow with new products, markets, and evolving customer needs.
