>>Live from Washington, D C it's the cube covering Boomi world 19 how to buy bullying. >>Welcome back to the cube Lisa Martin with John furrier. We are wrapping up two days of Boomi world 19 and I think boom is a really good word to set up. Our final segment of the show, John and I are pleased to be joined by a couple of guests. To my right is Sam choy cadley, the founder and CEO of manual labor. Sam, welcome to the cube. Thank you. Happy to be here. And one of our distinguished alumni, we have Mandy Dolly while the CMO of Boomi. Mandy, first of all, congratulations on an awesome event. This was our area here in the expo center was buzzing nonstop the last few days. We've heard from your C-suite, we've heard from partners, from customers, the Boomi fandom, as I said to you yesterday is legit, too legit to quit, but one of the cool things is that you have a new brand identity that we really want to kind of dig into because it wasn't in your face. >>It was really celebrate very strong. So talk to us about that. And then we'll get into what Sam helped you create. Absolutely. That was one of the most exciting aspects of the show, frankly, and we deliberately decided that we were going to show, not tell because we wanted to anchor the community. We wanted to anchor our customers and partners in the new Boomi. We're on a growth trajectory. Right. That's not a secret anymore. We're no longer a secret. When they brought me in, my goal was to make us a household name. We're well on our way. First thing we had to do was go refresh the look and feel to really get us to a point where we could start to connect with the Mark market in a modern way. We're a modern mill middleware platform where as John likes to say, cloud to Datto company, which I love. >>I've adopted. Thank you, and we also went to the oil card baseball game. The Washington nationals versus the walking brewers, which was dramatic, were down close. We were wearing the Boomi shirts with, I think we're the first ones out in the wild. Yes, you were five of us blue with the white letters and a sea of red. People love the shirt. They loved the look. They love the brand. So it worked. It did bottle compliments. It did. They loved it. Great to hear you're the genius behind this. Give us the motivation. Where'd it come from? What was the design principles, boys, you're thinking? Sure. Ah, you know, it's funny, it started with just a very casual conversation with Mandy. You know, when we start our work, we always ask about the brand itself and we try and personify it so that we get a true understanding of who or what the brand would be. >>And so we asked Mandy, you know, if you can explain the personality of Boomi two or three. Dot. Oh, how would you describe the personality and quit just as quickly. She came up with two words and she said bad-ass and swagger. And so that told us, right, because it's, it's a lot about, as Boomi evolves, you know, they have so much to be proud of. There's so much innovation and solutions that they're providing. It was like you don't need to overcomplicate the identity itself because the work and what you do is go into speak for it. And so we immediately thought about the different iterations and what the logo itself can look like. Because when you think about a logo, it's more than just an image or what it looks like. It's typically the first impression that people have. And and a lot of times you want to try and describe what you do or who you are through something that's visual. >>And so when you have swagger, when you were a bad ass, you don't have to overcomplicate what you're doing or saying. So we wanted to focus just on the name itself, especially as we're taking this new step of dropping the Dell name. You know, what is, how memorable can we make the Boomi name look? So taking this idea of badass and swagger, we also injected a lot of the key benefits. So you heard a lot about the up into the right. And so that's where if you look at the top of the B, which is called the Ascender, there is that beautiful angle. And so that's there. Our goal of staying in the upper right corner and you know there's a very specific degree so it's 30 degrees of, of that angle. And so 45 felt too in a lot of ways, like too harsh 30 felt like it was something that was achievable and attainable and you can stay up there. And so that's sort of why that you'll see that 30 degree not only in the logo but in a lot of their designs. Even the direction of the sprites. There's continuity and repetitiveness in that. And so hopefully people will start looking at that angle and the shapes and you'll recognize Boomi for it. >>Oh sure. The sales guys, man, you're going to take that shape and turn it into straight up cause they aspirational, want to get more sales, a hundred percent growth. But it's a little things though. Those are the little things. And also the eye has got the dot on there. Talk about that. That seems to be a D ingredient Mark that pops around and other places is what, what's going on with the eye. >>So a lot of, um, the equity that Boomi has in the, at Adam's sphere was really important and it was something that we wanted to carry through what we asked ourselves and the manual labor team was if we deconstructed the alum, how can we bring it back and introduce it in a new fresh way? And so we literally deconstructed it and came back with what is sort of the nucleus changing with a pop of color, let's it sort of shine bright. Um, and we talked a lot about the different meanings as it's a contrast and color that almost looks like a light, but it's also this sort of beacon. You know, when we think about the growth of Boomi burrs and the importance of the community sort of all coming together and lighting up all of what Boomi is and how continues to be successful. >>So the two words, I love bandy that you chose, that you wanted Boomie's brand to become badass and swagger. Sam, I'd love to get your opinions on the, the first logo that you saw that Mandy says, we want to revolutionize us. The. What was your, what were the two words that you would use to describe it? I'm just curious how your mind works and sees that and goes wow. Simple one I think about the animal was very scientific and it was very technical and I think that that speaks so much to all the solution and how in depth they go with both their products and the solutions. And so it was very obvious and it was very clear and I think it communicated really well as we looked to sort of modernize the brand and also sort of bring a new generation of developers and, and customers along. >>This was a great way for us to sort of re-introduce it. And then there's even other elements like we are, we call it the macro Adam, but you'll see there's, there's a coral and then it almost looks like there's rings around it. And it was our way of showing the energy behind the team. Um, Adam's fear the community. And so it almost vibrates if you look at it, especially against the Navy. And that was our way of sort of bringing in the life and the Adam at work. Mandy, you're beaming. This is so cool. It's very, first of all I'm like, this is data-driven. That is so incredible. All of the thoughts that went into designing this, I think this exceeded looking at her face and does bars. I'm so proud. And this partnership has been incredible. Has exceeded your expectations. I mean just going through this process of it's not just about changing a logo. No, not at all. It is not at all. This is incredibly strategic to our future. Right? Right. This is more than colors and fonts. >>So you guys are also wearing the buttons that had the B for bad-ass, but the dot. I noticed that boom, bad ass boom. Um, you know, we hear a lot and there's lots of the conversational AI thing. Just to kind of weave in some topic, I want to get your reaction is that data's should be a living thing. So you know, the classic brand consciousness, the brand should be a living thing. Sam, should it grow and nurture the brand >>we do. We say that a lot. I mean, because where's the vision going? I mean in a lot of ways a brand is a promise to the people that support it, right? It, we, Boomi can say we're, this is our brand, this is our meeting, this is everything. But if, if they don't fulfill that promise and if the community and the members and the customers and partners don't embrace that, it's just like you're standing in the woods by yourself, it will. The trust isn't there. Exactly. And so that's why we talk. We always say you have to nurture it. You have to keep it as alive in three years, five years as it is today during Boomi world. So how many different iterations did you go through? Like different, Oh, we're white. We're going to go there. There were nine 10 that we paired. We w met multiple conversations across the organization. >>This was not done an event? No, not at. We shared across broadly, I'm not a secret keeper and a even within the company, this was obviously internal confidential, but we were bringing people in to a to get opinion and make sure that there were shared ownership. What was the original response to Mandy when you came in to Boomi saying we, I mean, I imagine that's part of why they brought you in. Was it just yes time? Yes. Can you please hurry up? But some people can be really passionately tied. It's like when you're selling a house to someone doesn't like good wrestler, right? Let it go. Right, but that's hard to do. Especially if somebody has been around long time and they've nurtured this and they put so much heart and soul into it. But this sounded like they were receptive. Knowing that we need to evolve as our customers are evolving and as our technology is evolving. >>Well, here's the backstory on the former logo, Chris port, our COO who you've met and spoken to when he ran the acquisition of Boomi way back when is when he decided in PowerPoint probably, sorry Chris, to put a Dell logo, which no longer a really actually is no longer even follows Dell technologies branding guidelines and a Boomi font together. And that was how Dell Boomi logo was born. So it was put into place and we ran with it and nobody questioned it. We were too busy building and iPads business and so income's Mandy and says, here, we're going to go do this and really up our game in the market. And one thing we should know, John mentioned brand representation at the national scan the other night. There was a a Boomi store right over by our sat here that's been full. Every time I've gone over there, and I don't know what this gentleman was trying to buy yesterday, but whatever it is, you guys were already sold out of it. >>So this has been a suddenly, well there's a revenue source over here, but people want to embrace this. The proud customers, vendors, partners, they're proud to wear this brand. It's been the parent that we've seen and just in two and a half days has been really interesting. Well that's part number two. That's the Boomi verse. You're seeing them in action, right? They're wearing it loud and proud. Yeah. Right there. They're tremendously proud of the accomplishments and the business that we're driving for them. We partner with our customers. Right. And that's, that's the manifestation of, of what's happening. >>Well, Sam, congratulations to you and the team, Mandy. It takes courage to take a branding challenge like this in a big company. Certainly Dell's involved the other mothership, so he works very closely with Dell technologies as well. Congratulations. We have a Dell technologies bad-ass and swagger. Also the cubes here. We're bringing them bad ass sweater as well. Brand alignment. Good job. Different logos saying congratulations. Thank >>you Sam. We have, I have to before we go, we have to understand the name of your company is a very intriguing manual labor, which a lot of Boomi solves, you know, aims to solve in terms of automation about the name of Iranian will labor. Exactly as in irony. Um, so we, I am a family of immigrants. We moved over when I was four. My mom was one obsessed as Jackie Onassis and, and America and, and my dad, um, was a teacher in Korea, so when I was four, and I have two older sisters who are seven and nine. And she decided she wanted all of us to grow up here. And um, so we moved to America. And it's funny, I was, I think I survived on brands alone because it was, she wanted us to be immerse into everything. American culture. So it was chef Boyardee wonder bread. >>I mean literally it was only American, like iconic brands. But fast forward to that, we got here and none of us spoke English. And so my dad and did whatever work he had to, to support us. And so it was literal manual labor. It was washing dishes, it was, you know, working in a stock room, just, you know, doing whatever work he needed to do to support us. And so that's where the name manual labor comes from. It's an homage to my parents who did everything they needed to do, um, to support us, to give us the opportunity to be educated here and everything, all the benefits of it. Um, and then also just in that, we learned a lot around about just rolling up your sleeves and doing the work. Um, being proud of the work you do, whether you are a teacher or a dishwasher, um, immigrant or someone who grew up here. >>It was more about just owning that pride, um, doing what you need to do to, to be successful. So, wow, what a great backstory and a wonderful tribute to your past and your family and congratulations on what you've done for Boomi. Thank you Andy. A continued. Congratulations. I'll echo what John said. This is really been out. I can't wait for next year. Gosh, but it's really been an awesome event. We've had just had nothing but positivity from customers, partners, your execs, everybody there. You have even more fans than when you walked in here two and a half days ago. So thank you for spending two days with us. This has been incredible. Awesome. We'd love it. Learned a ton. All right. Well, we promised you a chatty conversation. I hope we delivered for John furrier. I'm Lisa Martin. You've been watching the cube from Boomi world 19 thanks for watching.