Brand
In just about every role I’ve held, I’ve been the steward of the company brand. Consistency, awareness, promotion, identity. Your brand is not what you think it is, it’s what your audience thinks it is. Always keeping this in mind, I’ve worked to understand client perception and use those strengths to define the brand. And I’ve incorporated brand into every marketing effort.
Brand is hard to display on a single page, but below are a few elements of specific work I’ve led.
Varolii company rebrand
I started at PAR3 Communications when the company was barely 40 people. We grew at a rapid pace, acquiring a competitor and realizing our brand no longer reflected our value. We decided to rebrand the company. I lead the entire rebrand process, including all content, graphics, new website, new messaging, redesigned website, and all corporate materials, folding in the newly acquired company.
Myself and my very talented team of six conducted the entire rebrand in-house, without the use of an external agency. We launched internally and externally, within budget and within the aggressive timeline. We received a great amount of recognition and support from our clients and prospects. Varolii would later be acquired by Nuance.
Below are some visual samples from the rebrand activity.
Cover of direct mailer announcing the new brand
Inside spread from the corporate brochure
Internal handout to inform employees of the company's new mission and vision
Print ad placed in industry publications promoting the launch
Internal handout for employees to understand the brand attributes
Internal handout describing the reasoning behind the name change
Internal handout for employees to understand the top 3 values Varolii provides
Cover of direct mailer announcing the new brand
Company style guides
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Varolii Style Guide
As part of the company rebrand, I built a comprehensive style guide, containing all elements of design and brand assets. This including a new messaging framework and company positioning.
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Nintex Style Guide
At Nintex, I oversaw the company brand and led a brilliant creative team. I worked with my very talented designer to put together a comprehensive style guide for Nintex’s new look and feel.
Messaging framework
I firmly believe in having consistent, solid messaging. At PTP, Varolii, and NetMotion Wireless, I created the company’s first messaging framework, providing a blueprint that detailed our positioning, our values, our differentiators, and our offering.
This is one example of a framework I put together for PTP.