Evolving a Brand Across a
Multi-Billion-Dollar Enterprise
Challenge
Essendant had outgrown its brand. Creative output varied by channel, messaging changed depending on who produced it, and the overall presence felt fragmented across B2B and B2C audiences. The company needed a cohesive identity that could scale across every touchpoint.
My Role
I Led the full brand evolution: strategic positioning, visual identity, creative standards, and rollout across web, email, advertising, video, print, sales collateral, and large-scale event environments. Managed a seven-figure budget and a multidisciplinary team of 14+.
Impact
Delivered a unified brand presence across B2B and B2C audiences and every customer touchpoint. Built scalable brand systems and guidelines that maintained consistency as the organization grew. Shifted the creative organization from production service to strategic business partner. Built the team structures and feedback loops that sustained quality independently.
Leading a brand evolution at this scale gave me a front-row seat to what actually makes a rebrand stick. Strategy and identity get you to the starting line. Activation is what carries it forward. The videos and event work below show the brand in motion: a produced brand film, a customer story, and a full conference environment where thousands of attendees walked through the new identity for the first time.
