The challenge

In 2025, Webflow's product had evolved from a visual builder into the most comprehensive, AI-native Website Experience Platform (WXP) — but on a brand level, awareness, understanding, and salience still lagged behind. Our brand perception needed to shift in three ways:

• Quiet brand → Challenger brand
• Site builder → Strategic website experience platform
• Practitioner utility → Executive value & business velocity

The process

We concepted a 360° brand campaign grounded in one simple insight: Creativity is the marketing leader's competitive edge. Everyone wants to make work that matters. Work that cuts through the noise, creates real results, and builds brands people remember. But in a world inundated with AI — and where process still weighs down the wildest ideas — it’s easier than ever for brands to sink into sameness. To truly stand out, marketing teams need more than the latest tools and trends. They need creativity — not confined to individual moments of inspiration, but as a way of working. They need imagination, adaptability, and the willingness to ask “What if?",  coupled with the power to go and do.

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As we developed the creative, we leaned into our new challenger brand identity — framing creativity as the ultimate cheat code, performance enhancer, and other cheeky shortcuts. We paired national OOH placements across major cities like LA with a full suite of digital ads (and a bespoke landing page) targeted at marketing leaders.

The creative