Veritone Rebrand

Transforming an AI company.

Leading a strategic rebrand with customer-centric insights, bold identity, and fresh messaging.

Veritone had new leadership and, having spent the last few years making some strategic acquisitions, needed to take stock of their company message and brand positioning and took the opportunity to do a complete rebrand.

As leader of the creative services team, I worked with my CMO to select a creative agency to bring onboard to help us. I was instrumental in managing this project. We worked closely with our agency to conduct customer research that, combined with internal stakeholder input, informed our revised brand architecture and brand platform.

The rebrand included repositioning our brand voice and messaging, as well as a redesigned logo and brand palette, complete with a new font system. I served as the point person between the creative agency and Veritone, reviewing every step and providing feedback, ensuring the project moved along on time and that we had the right internal stakeholders input along the way.

Once we had an approved new brand book branding elements, I then managed the brand implementation. I developed new branded asset templates for decks, sales sheets, case studies, white papers and more, and oversaw the rebrand of over 75 pieces of existing collateral. I worked with our creative agency to redesign the website, and facilitated the build and launch with the Veritone developer team. I also worked with the cross-functional marketing team to execute a coordinated brand launch that included internal and external communication plans and ensuring rebranded assets were made available for sales enablement, employees had the ability to update email signatures and use new branded virtual backgrounds and deck templates, and even get a box of rebranded "swag" to each employee.