Driving Enterprise Brand Clarity in a 60-Day Relaunch

Over a 60-day engagement, Directworks was reintroduced to the market with a refined name, clear messaging stack, and a contemporary, extensible visual identity. Every component was sequenced and designed to reinforce clarity, credibility, and momentum—ensuring the brand not only looked world-class, but also performed as a driver of growth.

Clarifying Market Position

I began by defining the target audience and competitive landscape to understand where Directworks could own distinctive territory. Working closely with leadership, I analyzed how competitors positioned themselves and identified gaps in how value was communicated to highly engineered product manufacturers. Rather than simply updating visuals, I sharpened the core value proposition to clearly articulate what made Directworks different and why it mattered. This positioning work became the foundation for every subsequent brand decision, ensuring consistency across all touchpoints.

Building a Scalable Brand System

The visual identity needed to feel contemporary and credible while remaining flexible enough to scale across diverse applications. I developed a modern identity and messaging framework that could extend from digital platforms to sales collateral to event materials without losing coherence. The brand system I created wasn't just aesthetic—it was structured to move prospects through the funnel efficiently. Every design decision reinforced clarity and credibility, ensuring the brand looked world-class.

Managing Aggressive Timeline Delivery

The 60-day timeline required disciplined prioritization and efficient decision-making. I worked in close partnership with Directworks' leadership to keep the project moving. By maintaining focus on what would drive the most business value, I ensured we delivered a complete, cohesive rebrand that didn't feel rushed or incomplete. The result was a brand that strengthened market perception immediately and supported Directworks through their next phase of growth.

The Impact

• Successfully rebranded Directworks in 60 days with a unified brand system that clarified positioning, modernized visual identity, and aligned all sales and marketing assets around a clear conversion strategy.

• Defined target audience, competitive landscape, and sharpened value proposition that differentiated Directworks.

• Created a flexible brand toolkit spanning web, sales, events, and campaigns to drive efficient lead generation.

• Strengthened market perception and established a scalable brand foundation that supported Directworks' growth trajectory and contributed to their acquisition by Ivalua in 2017.