From eSignature Skepticism to Global Standard
We helped DocuSign drive enterprise adoption, scale global trust, and reposition its brand from a paper alternative to a new standard for doing business.
1 billion
Over 1 billion total users
1.7 million+
paying customers
100%
Fortune 100 adoption
Sales cycle
Significantly reduced enterprise sales cycle
Overview
In the early 2010s, e-signature wasn’t yet widely accepted — legally or culturally. DocuSign wasn’t just selling a product, it was pioneering a behavioral shift.
We partnered to shape the brand story, prove enterprise trust, and scale adoption globally. Our work helped reposition DocuSign from ‘digital paperwork’ to an essential transformation lever for Fortune 100 operations.
CHALLENGE
- Enterprise buyers were skeptical about the legality and security of digital signatures
- Internal champions struggled to push modern workflows through outdated procurement and compliance processes
- The brand needed global legitimacy, not just awareness
- DocuSign had to become a system — not a feature
STRATEGY & SIGNALS
Reframed the Narrative
- Positioned DocuSign as a global standard, not a feature
- Anchored messaging in legal credibility, time savings, and digital readiness
Built the Messaging System
- Created a strategic 3-part narrative: Legal Trust, Operational Speed, and Global Scale
- Used across sales, onboarding, and customer success
Drove Enterprise Momentum
- Developed campaigns and content to engage C-suite decision-makers
- Partnered with marketing and sales to tailor messaging to high-friction verticals
Supported Global Scale
- Helped secure 100% Fortune 100 adoption
- Strengthened perception in financial services, legal, and healthcare
OUTCOMES
- 1.7M+ paying customers globally
- 1B+ total users
- Trusted by every company in the Fortune 100
- Sales cycle dramatically reduced with proof-led, narrative-first strategy
- DocuSign is now synonymous with how modern business gets done
