Grounding Observable’s product story in its community
INDUSTRY
Data visualization & analytics
COMPANY STAGE
Series B
ENGAGEMENT
4 months
How it started
Observable had built deep credibility in open source and among highly technical users. But with the major launch of their commercial product, Canvases, the company it was time to explain the value of something powerful, flexible, and new.
The initial focus of the engagement was to develop a messaging and positioning framework for Canvases. This meant translating a technical product into language that resonated with analysts, designers, and data practitioners.
Putting the community at the center of the story
From there, the marketing focus shifted to center around stories told by their community.
I partnered with the Observable team to turn this positioning into a repeatable content and webinar engine that amplified the voice of their actual customers and reinforce Observable’s credibility.
I led the webinar strategy, sourcing topics, pitching speakers, developing promotional assets, and preparing session questions that surfaced decision-making and craft instead of demos. After each live session, I converted each discussion into digestible teaser content and durable assets that extended the life of the program.
In parallel, I led a series of creator spotlight interviews with respected practitioners using Observable in real-world contexts. These conversations went deep into how people think with data, and were turned into editorial pieces that balanced inspiration with practical insight.
Notable examples included The anatomy of an impactful data visualization with Karim Douieb and Making science visible with Dr. Philip Bogden, which explored the role of data visualization in cancer research.
The outcome
The work helped amplify a story that was already happening among Observable’s community, and translated translated directly into reach and engagement. Each webinar attracted a strong number of registrants and attendees, signaling clear interest in the topics and speakers, and continued to perform well after the live sessions concluded. The post-event recordings consistently drew high view counts, extending the impact well beyond the event itself and reinforcing Observable’s credibility as a place where practitioners come to learn, reflect, and sharpen their craft.