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Jake Rochford

Stack Overflow — Brand in Practice

Where the brand meets the real world.2021 - 2025 • Stack Overflow
Alongside larger brand initiatives, I apply and extend the Stack Overflow identity across campaigns, events, and content surfaces.

Working within the legacy system prior to the rebrand, this work balances consistency and adaptability across a wide range of formats, audiences, and moments.

Campaigns

The Key2021 • Stack Overflow
In 2021, Stack Overflow released an April Fools blog post advertising “The Key”, a three-key macropad featuring only the control, C, and V keys, allowing anyone to easily continue copying and pasting their favorite Stack Overflow answers.
After thousands of views, replies, and shares, Drop helped bring this joke to life. Together, we produced The Key V1, the first run of our copy-paste macropad. It was a huge hit, selling over 10,000 units and earning a nearly 5-star average review. We’re now on V2 of The Key, still being sold on Drop, with improvements like hot-swappable keycaps and a clear acrylic case with programmable LEDs.
OverflowAI2023 • Stack Overflow
OverflowAI is a suite of AI-driven features launched across Stack Overflow’s products.

I led brand exploration and developed animations for launch, producing a set of assets that told the story of these features and this new chapter for Stack Overflow.
Industry Guide to AI2024 • Stack Overflow
Our team worked with Stack Overflow’s Demand Generation and Content Marketing teams to develop a new, comprehensive microsite on how to understand the AI landscape and upskill teams for the GenAI era.

Our goal was to create a dynamic and focused piece of content that further pushed Stack Overflow into the AI space as a thought leader and source of knowledge.
Limitations of chatbot knowledge
Momentum of neural network growth
Knowledge management
Intellectual property (IP) concerns
Upskilling teams
From chatbots to LLMs
Invasive data collection
Semantic search
Fine tuning
Debiasing
AI ethics
Iterating and improving
Khan Academy: Personal AI Tutors for Socratic Learning
Debugging
Bloomberg: NLP Tasks With BloombergGPT

Events

Stack Overflow Meetup 20232023 • Stack Overflow
In 2023, Stack Overflow came together in Chicago, Illinois for a multi-day internal meetup. I led the brand and creative direction for the event, shaping a visual identity that carried through badges, merch, stickers, presentation decks, wayfinding, and booth designs.

Working closely with my team, we brought the identity to life across the website and on-site materials, creating an experience that sparked energy and strengthened team connection.
Flowstate2022 • Stack Overflow
Our team collaborated with an external agency to bring Stack Overflow’s inaugural customer-focused conference, Flowstate, to life in New York City.

Our team provided creative direction, social, an event logo, and assets for screenprinting, the external agency provided creative input and on-site fulfillment.

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Jake Rochford
About

Resume
Email
LinkedinStack Overflow Rebrand
Freed.ai — Creative Exploration
Tulip Brand Refresh
Stack Overflow — Brand in Practice
Craft & Play