Branding highlights
BMC
A Company Turnaround
The objective: turnaround the fortunes of a sleepy software giant and return it to its former glory.
Along with a suite of new products, the new company owners decided to invest in a re-branding effort.
I was brought in to manage the creation and roll out of a new brand that could engage with a new audience who needed more from its IT infrastructure than ever before, and demonstrate that BMC was the company to go with.
Brand roll out and integration
I led the integration and extension of a new branding system, from agency selection through to launch. I sat in a cross-functional role, working across key marketing channels and managing, producing and overseeing the delivery of hundreds of assets.
– Updated website
– Digital and print advertising campaign
– Paid and organic social content
– Video content, for advertising, events and go-to-market product launches
– Event graphics, content and marketing
B2B marketing becomes human
In parallel, I worked with product marketing teams and managed the agency to develop a new advertising campaign that would drive ad traffic to updated web content.
Previously, messaging had been features driven and heavy in technical jargon. In my role, I worked across the product marketing teams to find the real outcomes of the technology – the human impact.
The campaign spearheaded a cultural shift and a new messaging platform for the company as a whole, in how thought leadership content was developed, to include data sheets, customer case-studies, video content and social posts.
Result:
A legacy brand re-built for a digital era
- Increase in completion rate of videos
- Increase in view throughs on digital ads
- Increase in form fills
– Increase in MQLs
– Increase of web traffic driven from digital, print and pre-roll advertising
Clever branding job for a smart cab company
Working with a team of talented designers and writers at Moving Brands, I drove the project from pitch to completion including a collaborative design exercise on integrating the brand look and feel and tone of voice in the the UX and UI of the app.
A beautiful brand-in-a-box
Brand-in-a box project for a private jet sharing app - Blackjet.
This was a project for a start up, at early stages of funding. I designed an approach that was contained, and fast.
I managed a small team of designers and writers and working closely with the client and founder. We created a paired down but hard working system that could be applied to OOH, the App design, website copy and the sales pitch.
Action-packed visual and verbal
brand identity
Pitched and won an exciting brand program for an action packed bunch of experts out of Utah.