Brand Strategy & Transformation

Building brands that unify complex portfolios and drive understanding. I lead brand transformations that align strategy, story, and identity across global markets—turning fragmentation into clarity and driving measurable business impact.

Featured brand projects

A logo for Connectwise with an owl and the words "Your Legacy, Secured."

CONNECTWISE BRAND STRATEGY

Master brand strategy that unified a fragmented portfolio.

ConnectWise was operating with over 50 fragmented product brands inherited from 17 acquisitions. Our team drove a shift to a master brand strategy—streamlining the portfolio into 8 core applications and rationalizing 600+ SKUs down to less than 100 SKUs with scalable packages. We delivered a full visual and narrative rebrand in under six months, launched with a high-impact keynote experience at IT Nation Connect 2021. This foundational work aligned internal teams, simplified the buyer journey, and fueled our next stage of growth as a unified SaaS platform.

  • A chart listing ConnectWise products with icons, including Manage, Sell, Engage, Identify, Automate, Control, and BrightGauge, along with descriptions of their functions.

    Inconsistent product brand strategy before.

  • Large conference room filled with attendees watching a presenter on stage with large screens displaying 'ConnectWise RMM' and a logo on the wall.

    Simplified descriptive product names.

  • A man and a woman at a conference registration desk, with the man showing something on a tablet and the woman holding a badge, surrounded by other attendees in a busy event setting.

    Customers interacting with new brand.

  • ConnectWise sign with large letters 'C W' and the company’s vision and mission statements.

    New mission and vision photo area.

ASIO PLATFORM NARRATIVE

‘Say no to duct tape’ platform brand campaign.

To spotlight ConnectWise’s true platform advantage, our team launched the satirical “Say No to Duct Tape” campaign—featuring two actors literally duct-taped together. From a keynote video reveal to a live activation and post-event social surge, we turned a playful concept into serious market traction. Working with my team and agencies, we directed the creative and strategic alignment across teams, resulting in 1.5M+ social impressions at the event and a clear brand separation from duct-taped competitors.

  • An empty large conference or event hall with rows of chairs, a big screen showing two men in white shirts and black ties, and a colorful backdrop with a flame logo.

    Testing ad video in keynote room.

  • Two men dressed as office workers with white shirts and black ties standing behind a desk, holding papers, in front of a large sign that says 'Say No to Duct Tape'.

    Photo area immediately outside keynote.

  • Indoor event with large blue and white-lit

    Actors interacting with IT Nation brand activiation.

  • Two men wearing white shirts and black ties with duct tape around their waists, standing in front of a booth at a conference, with one man holding folders and a notebook, and the other waving.

    Actors connecting with customers in the booth.

Large illuminated sign displaying 'ITN 2024' with women posing near the sign inside a spacious indoor venue.

IT NATION BRAND ACTIVATION

Larger than life ‘ITN’ installation with award recognition.

As part of our focus on brand experience, I led the brand strategy concept, with my team leading the sourcing and production of a massive IT Nation letter installation at our flagship event in Orlando, where over 5,000 attendees were on-site. These LED-lit, large-scale letters became the central photo op of the event, changing colors daily to match themes and drawing constant traffic and engagement. More than just an Instagram moment, this activation anchored the brand environment for the entire venue—visible from every major hallway and session entry point. The result? A 2025 ADDY Silver Award for Out-of-Home Installation and hundreds of organic social shares that extended our reach far beyond the physical event.

  • Photo of a conference entrance with large digital screens and blue booth displays, attendees walking in a spacious indoor area

    Social post featuring installation.

  • Group of six people standing together in front of a large blue and white abstract background at a conference, smiling and posing for the photo, some making peace signs.

    Hundreds of group photos onsite.

  • Large indoor event display with a blue background, illuminated neon borders, and large white numbers '2024'. The display includes a stylized flame and globe design. Several people are walking around or posing near the display, and there are digital screens and architectural features in the background.

    Brand activations coming together.

  • Indoor conference center with large blue and white 2024 sign featuring a torch logo, with four blue panels, two digital screens above showing conference information, and a patterned carpet.

    Letters as the centerpiece of the rotunda.

See the full brand impact.

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