West (creative agency)
Braintree is a company built by developers, for developers. In Braintree's case, code provides the foundation for digital payments. Braintree believes code is beautiful, creative, and an expression of the individual who wrote it. Code should be celebrated as an art form.
Developers spend countless hours creating the code that lies behind the scenes of almost everything we do. It manifests itself through the sites we browse and the tools we use. It is the foundation for most businesses. But by nature, the code itself typically remains unseen.
We took the chance to flip the script. To celebrate the individual lines and languages, the choices that are unique to each application, and the developer behind each.
Because we knew there are a million ways to arrive at any final product -- some more elegant than others -- we partnered with creative agency West to launch Codeology: an open-source project that gives life to the art and science of code. The kernel of this creative concept began in 2015, and evolved until its launch in 2016.
What It Is
Codeology is an open-source project that reimagines code by bringing it to life visually, as a 3D moving image. The combination of programming languages in each GitHub project determines its look: as no two pieces of original code are exactly alike, no two Codeology forms are either.
How It Works
The application pulls data from GitHub’s public API and creates unique visuals using WebGL, ThreeJS, and GLSL Shaders. Shape and color represent an individual language, with size being proportionate to how many characters of code were written. Because every developer’s codebase is different, no two Codeology projects are alike.
Codeology is open source; it can be forked and modified. Visualized projects can also be downloaded or shared as wallpapers and GIFs.
Try Codeology yourself
Paid Social Targeting Approach (Facebook, Twitter)
Additional Integrated Marketing Efforts
Case study and examples
From organic social media, PR, and word of mouth, Codeology spread quickly - earning thousands of site visitors, many GitHub forks, several front pages including Reddit, and many site awards. It was also the winner of the 2016 Cannes Gold Lion for Digital Craft - Data Visualization, and a 2016 Bronze CLIO Award (Digital/Mobile - Microsite).
While the awards and site front pages were amazing to see, the campaign fulfilled its true objective: to engage developers and get them to consider Braintree's platform.