
B2Bing Better
In 2022 Sumo Logic was suffering from an identity crisis. Brand moves made in 2018 to support the IPO no longer felt relevant, founding members of the company had moved on, and competition was exploding.
After a brand audit, employee survey, and competitive analysis, we saw an opportunity to harness the power of our name by blending the metaphor of sumo wrestling with the “logic” of our core log analytics offering. We introduced this concept through a character, believing that emotional storytelling would foster experiences and connections that resonate across our brand audiences. This work was created in partnership with the incomparable team at Tolleson Brand Studio.










Integrating Mobot into the brand
To ensure Mobot had an elevated impact on the brand as a whole, it was critical to orchestrate his internal and external development through a number of different frameworks.

Taking the show on the road
Events offer a unique canvas for Mobot to come alive.





