Marking an evolution in both the industry within which it operates and its own corporate identity, DocuSign, Inc. kicked off its first-ever multi-channel brand campaign.

The campaign highlights the ways that securing approvals, making decisions, automating workflows and signing documents digitally – anytime, anywhere, on any device securely – keeps life and business moving forward. And it was inspired by customers who benefit from DocuSign's ability to complete their most important transactions across virtually limitless scenarios quickly and easily – from buying a new house, signing a job offer, closing a huge deal at the end of the quarter, to highly sophisticated transactions like verifying compliance in new drug trials to accelerate speed of new treatments to market.

As part of this exploration, DocuSign conducted focus groups in the US and UK with a broad cross-section of customers. The company also spoke to people with no experience with eSignature, testing their levels of curiosity once they understood the potential benefits.

The most consistent response was the emotional satisfaction of completing something … the idea of 'getting to yes faster' was something that was unique and powerfully associated with the DocuSign brand already. This, along with some of the other insights, directly led us to the theme of 'DocuSign and Go'.