Objectives
︎ Market leadership
︎ Scalable brand governance
︎ Improve Sales Enablement
Capabilities
︎ Brand Identity
︎ Project Management
︎ Visual Design
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︎ Market leadership
︎ Scalable brand governance
︎ Improve Sales Enablement
Capabilities
︎ Brand Identity
︎ Project Management
︎ Visual Design
View Full Presentation ︎︎︎
Brand Refresh @ V7
Context
V7 was rapidly scaling into the Enterprise segment, but was hindered by a fragmented and inconsistent visual identity. This lack of Brand Equity resulted in poor competitive differentiation against 6+ major players and directly impacted our ability to accelerate enterprise acquisition and market credibility.
V7 was rapidly scaling into the Enterprise segment, but was hindered by a fragmented and inconsistent visual identity. This lack of Brand Equity resulted in poor competitive differentiation against 6+ major players and directly impacted our ability to accelerate enterprise acquisition and market credibility.
Role
Operating as the Brand Lead (or Design Director), my primary responsibility was to define the long-term Brand Strategy and Governance. This required a shift from tactical design execution to strategic advocacy and resource allocation.
Operating as the Brand Lead (or Design Director), my primary responsibility was to define the long-term Brand Strategy and Governance. This required a shift from tactical design execution to strategic advocacy and resource allocation.
Key Actions
- C-Level Alignment: I developed and presented a business case to the CEO and VP of Marketing, demonstrating the ROI of investing in Brand Equity and securing their buy-in on the long-term vision.
- Team Enablement: I established the Brand refresh as a foundational element, guiding the design team through the new visual direction and ensuring consistency across all touchpoints, thereby accelerating their output.
- Operationalizing Design: The strategy was rooted in competitive analysis and market trends, ensuring the new identity would resonate specifically with our target enterprise audience while being highly scalable for internal teams.
The brand refresh was not just a visual update; it was a success in operational efficiency and financial advocacy.
Organizational Efficiency & Ops
- Implemented a Design Operations (Design Ops) framework (the Brand Refresh Sheet) that accelerated marketing asset production by 50% and reduced bottlenecks by eliminating the need for C-level approval on routine outputs.
- Cross-functional collaboration with Marketing led to a co-created template, expediting asset delivery time by 65%.
- The entire strategic overhaul was delivered within a two-month timeline, utilizing only 50% of the team's capacity, showcasing optimized resource management and high efficiency.
Financial & Strategic Impact
- Successfully advocated for the brand's long-term value, resulting in the securement of a dedicated $XX0.000 investment for future brand governance and design resources.
- The initiative served as a key driver in elevating the perceived value of design across the entire organization, aligning Brand efforts directly with the company's growth targets.
Brand Sheet
Recap
I overhauled the visual brand to differentiate it from competitors, incorporating a new color palette, enhancing event materials, sales presentations, and social media presence. After a careful content research-driven approach, it led to a transformative brand identity, aligning art and technology to captivate our enterprise audience. The brand refresh, completed in two months using only half of the capabilities, significantly improved marketing efficiency and cross-collaboration, resulting in a substantial investment in the brand and a memorable presence at CVPR.
I overhauled the visual brand to differentiate it from competitors, incorporating a new color palette, enhancing event materials, sales presentations, and social media presence. After a careful content research-driven approach, it led to a transformative brand identity, aligning art and technology to captivate our enterprise audience. The brand refresh, completed in two months using only half of the capabilities, significantly improved marketing efficiency and cross-collaboration, resulting in a substantial investment in the brand and a memorable presence at CVPR.