Shafeez Walji

Toronto, ON
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At Rethink Communications, we worked with Slack to create a print and digital campaign that would launch their product across North America. Slack is a team communication platform that makes work simpler, more pleasant, and more productive.

Art Direction

Introducing Slack to the world.

With such a high adoption rate even before the campaign launch, we wanted to use that to our advantage. We did this by focusing on some of the most notable brands and organizations that are doing purposeful work, and use Slack to help them achieve it. It kicked off with a homepage takeover on, featuring NASA's Jet Propulsion Laboratory and their team name on Slack.

Slack - Homepage Takeover - Homepage Takeover

Bring purpose to your team name.

There's a subtle beauty in naming your team, as it becomes another living representation of your brand. As Slack plays a large role in helping organizations do the work they do, we wanted to depict the process of reaching that aha moment while naming your team.

IceCube uses Slack - 1IceCube uses Slack - 2IceCube uses Slack - 3IceCube uses Slack - 4
IceCube Neutrino Observatory - Display Ad Sequence

Building brand trust and recognition.

Our main objective through this campaign was building on Slack's already existing brand trust and recognition. By directing users to a landing page that featured the ad they clicked on, it drove interest in how that team used Slack, while creating continuity in the campaign. Check it out at

IceCube uses Slack - Landing Page
IceCube Neutrino Observatory - Landing Page

Everyone is using Slack.

Quickly after the campaign launch on, it gained enough traction to get media buys from Gawker, Gizmodo, and Lifehacker. This followed through into more organizations and brands wanting to be featured as a team that uses Slack.

Nasa uses SlackSquare uses SlackThe MacArthur Labs uses SlackCharity Water uses Slack
NASA, Square, MacArthur Labs, Charity Water - Display Ads