Stories that Evolve

Leading a step change

Guiding Unbounce into a more mature and scalable brand era.

The Objective

Breaking from the past

By 2019, Unbounce had outgrown its original brand. The company had evolved, but the brand had not kept pace, creating a widening gap between internal culture and external perception. Internally, the tension was felt. Externally, it risked blending in as just another marketing platform.

A brand renewal was already underway when I joined, with strategy and core assets defined but not yet realized. What it needed was clear leadership to bring cohesion to the work, align the organization, and build a foundation strong enough to carry the brand forward.

The Approach

Embedding the vision

With the strategic direction in place, my focus was on turning intent into alignment by uniting teams around a shared vision, defining clear principles and standards, and creating the conditions for the brand to scale.

Rather than over-engineering the system, I prioritized clarity and trust. The goal was to enable teams to move faster with confidence, shifting the brand from something that required permission into something they felt ownership over.

The rollout was phased, first internally to build belief and adoption, then externally to introduce the brand to the market.

Internal launch

Leading from the inside out

Before taking the brand to market, belief had to be built internally. If teams didn’t understand the direction, the brand would never show up confidently in the market.

The rollout focused on creating clarity and ownership across the organization. Workshops, documentation, and practical tools translated strategy into everyday use.

The launch marked a shift in culture. Shared resources and thoughtful internal touchpoints helped move the brand from guidelines on a screen into something teams could hold, wear, and stand behind.

External Launch

Showing up differently

With alignment in place, the focus shifted outward. The rollout began with the touchpoints shaping perception most: a redesigned website and coordinated brand campaign.

The website refresh clarified positioning and simplified the user journey. The launch campaign brought the brand’s renewed personality to life and invited participation from the marketing community.

The result was a reintroduction that felt intentional, not cosmetic. Confident without being loud.

Beyond launch

Scaling the Brand

Launching the brand was only the beginning.

The focus soon shifted from rollout to stewardship as Unbounce expanded its products, category, and AI capabilities. Rather than reinventing the brand, we refined it. I guided designers and writers, managed creative resources, and ensured the identity scaled with the business while staying clear and consistent.

The real success was not the launch, but the brand’s ability to stay adaptable, aligned, and trusted over time.

The outcome

Where the brand found its footing

The work marked a turning point for Unbounce’s brand.

Internally, alignment replaced ambiguity. Teams moved faster with shared standards and a clearer point of view. Externally, the company re-established distinction in a crowded market, reintroducing itself as more confident and human.

The identity scaled with the business, supporting new products and evolving technology without losing coherence, and became the foundation for a new era of brand storytelling.

Explore the thought leadership work