I’ve written before about how one of the Engagement team’s big goals is to make sure that the meaning behind Firefox comes through in our marketing. In other words, we want people to understand that we (Mozilla) aren’t like our competitors in terms of our mission, motivation or the way we do business, and that the products we make reflect those differences. We know that the more people understand that, the more favorably they’re inclined to view us, so it’s an important concept to communicate.
With that in mind, we launched a new campaign today to share our people-powered values more clearly and boldly through the download process on our website. The Firefox download page (for non-users…people using the latest version of Firefox see a different page) has been updated with a new look and new messaging to reflect these values. In particular, I really like the bold use of orange (a good color for us) and the collage of Mozillians in the background. The same theme continues on the download confirmation and first run pages to give new users a consistent experience.
For now this campaign is in en-US only (although we’re working to expand it to other locales) and doesn’t extend to the rest of the site. But, if it goes well I could see variations of this look used in other areas as well. I think the photography in particular is a nice visual metaphor for how we’re different from the other guys. Plus, look carefully…you might even see someone you know!