Challenge

Two tech services providers owned by a single PE firm were coming together under a new offering and value proposition. The PE firm was based in the UK, one company was headquartered in Seattle, and the other was headquartered in Buenos Aires. The companies needed to unify under a single brand identity, go to market with a new and compelling story, and engage employees worldwide to build excitement about the next chapter of the new combined business.

Solution

I established a cross-functional team including consultants, the PE firm, and executives from both businesses along with HR, Operations, and Sales. I conducted workshops using Design thinking to name the outcomes needed from the rebrand effort, which ranged from employee engagement and training to increased revenue and uplifted reputation. In addition to strategic leadership, I was hands-on in creating new sales-ready materials, the brand hub, and the brand launch.

Result

The launch unified the companies around a single vision. Metrics include a 100% increase in LinkedIn followers and a 40% increase in organic web traffic. The change management efforts associated with the brand launch set the standard for company-scale initiatives.