Brand Management
Requires a solid foundation
PayPal is known as one of the most trusted consumer brands in the world. But we are also a B2B brand targeting the biggest consumer brands across the globe. To drive awareness of our enterprise offerings, we needed a creative platform designed specifically for this audience to establish a strong brand presence, drive positive perception, and amplify our story and message consistently across a complex buyer journey with multiple touchpoints on and offline.
In 2023, working with the brilliant creative strategy team at PayPal, I led the development of Rethink for Enterprise, a powerful creative platform designed to change the way large businesses understand and remember our brand.
What's in a name? Well, everything.
In early 2020, I led our corporate rebranding at EIS, introducing a new name, identity, and messaging. We successfully launched in less than six months, with the entire company engaged and aligned, driven with an elevated motivation to win.
Established new brand guidelines that went beyond the basics and incorporated our new company vision, mission, and brand essence. It also went beyond logo usage and typography to include our voice and tone and imagery, including our quirky characters.
Developed persona-like profiles for key company leaders and spokespeople, ensuring the position of each supported the overall corporate messaging and brand. These guided each speaker to stay on point and enabled writers and content producers to consistently represent each leader's voice and message.
Created a powerful video to amplify our voice in the industry and create a buzz.
Gained internal alignment and excitement of every employee with high-quality tools. These produced a level of pride and ownership beyond expectations. This corporate cheatsheet is one component of the employees' toolkit.