Evolving your brand without losing its identity: Andrea Carrillo, Drift

Whenever the conversation at Shaped By HQ turns to our favourite B2B brands, the same one always crops up: Drift.

This unapologetically bold SaaS startup broke all the moulds when it created the category of Revenue Acceleration, and launched a vibrant and expressive new visual identity last year. So we were stoked when Andrea Carrillo, the firm’s Associate Creative Director, agreed to jump into the Changemakers hot seat and give us the inside story on Drift’s creative ethos.

Originally from Colombia, Andrea and her family moved to New York as a child. Her parents - both engineers - landed jobs in the Big Apple, which sparked a keen interest in tech from an early age. This was matched by an equally enthusiastic passion for design when she joined a high school class that was effectively a mini creative agency for community projects.

Dave chats with Andrea about how those influences shaped Andrea’s career and led to her becoming a creative leader at one of the SaaS world’s most recognised and loved brands.

They also discuss:

• why internal creatives should think more like marketers to understand business goals and objectives
• the value of having a creative team that has a voice in conversations across the business
• how to retain the essence of a strong brand, and still be able to evolve and progress as the company grows
• the influence of Drift’s founders David Cancel and Elias Torres on the brand’s creative expression
• how their background as Latinx founders is so inspirational to Andrea as a member of the Latinx community.

Find out more about Drift on their site, and follow Andrea on LinkedIn here.

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