In an industry that quickly went from clouds to cloud-washing, HP needed a hook for its new Helion brand. What made Helion special was its open source code, which empowered developers in ways the competition could not. For this influential (but under-appreciated) community, we created the #BuiltByYou program to establish open-source thought leadership, build a sense of community and buzz around key events. We engaged influencers from inside and outside HP; then created a digital newsroom and content machine for weekly on-demand videos, blogs and podcasts. We live-streamed events. We created badges, pins and project patches in native tongue that looked especially good on the developer’s uniform—that ubiquitous grey hoodie.