Cloudflare Marketing Collateral

Building a scalable collateral system for Cloudflare's rebrand

Project role: Creative Lead
Team: Eunice Giles (Manager), Susan Olsen (Creative Director)

After a total rebrand at the company, our long-form marketing collateral templates needed a complete refresh. These documents are vital to the product marketing and sales teams. Having already created several templates prior, I was tapped again for this refresh, and to author comprehensive guidelines to drive proper usage internally and externally.

The problem

This rebrand took the company from blue dominant creative, to overwhelmingly orange. This caused a temporary fracture in our visual brand as assets still using outdated creative still circulated widely. We needed to refresh all templates, retroactively update old documents, and guide the company and agency partners on the proper way to make use of them.

My tasks were to:

Completely refresh our one-pager and whitepaper templates.
Introduce new case study and landscape format ebook templates.
Create "self-service" templates for internal employees.
Provide brand guidelines for internal and external agency partners.

Templates with old creative

The new creative

The new look

The new creative marked a big shift and a new chapter for the company. Inspired by the imagery of a "flare," the new look leaned fully into bold orange-to-yellow gradients. Layered curves, echoing the flare in Cloudflare's cloud mark, added interest, texture, and shape. The goal became to "own" orange and every piece of collateral and creative needed to reflect that.

I took the core elements of this creative direction and built them into our templates, where text, illustrations, and modules could appear together as one cohesive system across all collateral.

The fix

After feedback rounds with the team, new templates were released in InDesign format for designer and agency use, and identical Google Slides templates as a self-service option for all employees. Below are real examples of published documents.

Ebook layouts

Whitepaper layouts

Case study and solution brief layouts

Guidelines

I authored comprehensive guidelines to accompany all templates that gave guidance on layout structure, spacing, typography rules and more. Below are some selected pages.

The results

Less caseload for our team, and more time for bigger projects

Self-serve templates enabled employees to publish hundreds of documents on their own and freed up time for our team to focus on bigger fish. This significantly reduced our ticket volume while allowing teams complete ownership over their reports.

Reduced onboarding and back and forth with agency partners

Having detailed guidelines for our marketing collateral gave agencies we worked with more ability to hit the ground running and execute with better accuracy on the first round. We spent less time giving feedback and correcting off-brand design decisions.

Cohesive design system for documents, faster turnaround

The InDesign templates were created with built in page, paragraph, and character styles that made creating longer form documents easier and faster for our team. This also ensured that things like typography and color choices were aligned across all documents.

Cloudflare SKO 2026

Cloudflare Reports