Nearly a decade of mergers and acquisitions, left Emburse with a diverse product lineup with a fractured brand identity. Along with efforts to rebrand, I worked to articulate a strategy to unify the product offering and bring consistency and simplicity to internal employees, customers, and users. To address internal divisions, we visualized and articulated a vision for a singular product suite, powered by a robust design system, established a single design organization, and enhanced collaboration between sales, marketing, and EPD, creating a cohesive and efficient company culture.
Bringing Together Stakeholders
Conduct thorough assessments of customer feedback and market trends for existing products and brands.
Engage key stakeholders, conduct market research, and implement change management strategies to ensure alignment and smooth transitions.
Foster cross-team collaboration through brainstorming sessions with marketing and close cooperation with engineering.
Develop a comprehensive component library, detailed brand and product design guidelines, and a communication plan to keep all teams informed.
Set performance metrics to measure success and plan a strategic launch to introduce the rebranded company and consolidated products to the market.
