90-Day Brand Overhaul

When Extreme Networks acquired Enterasys, I was tasked with leading the full visual integration of the new company. As Director of Creative and Digital Marketing, I had 90 days to erase both legacy identities, unify the brand, and launch an entirely new digital experience.

Problem

Two brands, two websites, and hundreds of assets. None aligned. The acquisition created urgency to present a single, unified company to customers, analysts, and partners. Every piece of the old identities had to go. There was no grace period for confusion.

Solution

Overhaul the visual identity from the ground up. Replace every touchpoint — web, print, digital, and environmental — with a new, modern brand. Deliver a complete transformation in 90 days, without disrupting lead gen, sales support, or product launches.

Execution

  • Led a cross-functional team in partnership with agency and internal stakeholders

  • Directed a new visual identity that aligned with the company’s strategic direction

  • Rebuilt the entire website to reflect the new brand, product offerings, and improved UX

  • Updated every marketing and sales asset, including 300+ data sheets, business cards, trade show booths, and presentation decks

  • Delivered launch-day assets to support internal comms, investor relations, analyst outreach, and public rollout

  • Built and scaled an in-house creative team to maintain brand consistency going forward

Results

  • Successfully launched a new brand, website, tier-one product launch, and announced an NFL partnership on the same day

  • Eliminated legacy branding across all customer-facing channels within 90 days

  • Strengthened market perception and competitive positioning in the enterprise networking space

  • Enabled faster content development and campaign rollout post-integration

  • Earned industry recognition (analysts, press, and awards) for the speed and quality of the transformation