project type: rebrand.
my role: global brand strategy + management. social media strategy. employer branding.
UST.
Repositioning a digital transformation solutions company as a global leader in the technology consulting industry.
AWARDS.
Red Dot Award, Brand Design Relaunch, 2021
Fast Company, Best Workplaces for Innovators 2022
THE REBRAND. CHALLENGE. UST encountered an awareness challenge as its brand no longer reflected the extensive range of services it offered, leading to an inconsistent narrative and visual system. In 2019, the firm appointed its first CMO, and brought me on to support the rebrand of UST.
In partnership with Siegel+Gale, we were able to assess how UST performed in terms of key business drivers such as expertise, partnership, leadership, and goodwill. Our findings revealed that while UST enjoyed a positive reputation among those familiar with the brand, others found it challenging to articulate the exact services provided by the firm. Our research demonstrated that UST's purpose appeared authentic and unique, enabling us to delve into a strategic territory that would differentiate the business from its competitors.
SOLUTION. Our team jumped in and anchored our strategy in a single core idea: Together, we build for boundless impact. Collaborating with an acclaimed agency and under strong leadership, we established the creative strategy for UST's revamped visual and verbal identity. Brought to life most notably by a strong narrative and dynamic logo, the new brand inspired our creation of a tighter, more cohesive brand architecture and a digital experience that speaks directly to customers.
Launched on the heels of 2020's global challenges, the rebrand underscored the importance of companies needing to adapt and evolve in real-time.
BEFORE
AFTER
