Industry
AI, SaaS
Brand
V7
Event Brand sprint
TL;DR
Transforming enterprise identity to secure market authority and increased investment in branding.
Detailed analysis is available via private presentation.
How to leverage branding physical presence in the Computer Vision world
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.
Key achievements
50%
Resource efficiency
£XX0k
Brand invested secured
2 Months
Delivery time
Role
Operating as the Brand Lead (or Design Director), my primary responsibility was to define the long-term Brand Strategy and Governance, specifically in events and physical experiences. This required a shift from tactical design execution to strategic advocacy and resource allocation.
Key actions
C-level alignment, developing and presenting business cases 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, establishing the Brand refresh as a foundational element, guiding the design team through the new visual direction and ensuring consistency across all touch points, 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.
Business impact
Implemented a DesignOps framework (e.g. 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 workforce capacity, showcasing optimized resource management and high efficiency.
Successfully advocated for the brand's long-term value, resulting in the securement of a dedicated $XX0k 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.
