Brand Work

Over the years I have had the pleasure and honor of helping brands shape who they are. Building or reshaping a brand is no easy task and requires input and buy-in across the organization. Below are a few of the brand documents I have written while helping create these identities.

Brands Are More Than a Logo

When I started at RigUp they had a strong visual identity in place. For many, this is all they consider of the brand. But the words you use and how you use them are just as important as colors, fonts, and icons. At RigUp their voice, tone, and style in their copy mirrored the personality of the individual writer. As I stood up this guide, I worked hand-in-hand with Product Marketing as they developed a glossary. Phase two of this project was a complete copy inventory and overhaul to ensure compliance.

An Entirely New Brand Identity

In 2019, Rackspace launched an entirely new brand to the world – not just a new logo, but typography, visual identity, and voice and tone. As part of the core team I partnered with Havas to build this identity, launch it, and sell it internally.

Internal Brands

When I started at Rackspace, the video team said yes to every request. They would turn their lives upside down to meet ever-changing deadlines. I defined their team’s scope, as well as stood up project management processes and service-level-agreements. Now focused on their core mission, they had clear lines of communication regarding timelines and priorities.

Just a Little Brand Tweaking…

Before our big rebranding exercise at Rackspace, we oversaw a light refresh to help focus the core visual identity of Rackspace. Rackspace had recently pivoted away from being an infrastructure provider to a managed service provider. This is the result of that work.

As part of that shift in direction, I wrote and directed an internal video piece to help sell the new identity to the Rackspace employees.