A brand people
could finally repeat.
I led the brand transformation at Delphix over five years, a new identity, a design system the team could actually run, and clearer messaging that helped sales move faster.
What was in the way
Strong product, unclear story, and no system to produce at pace.
Unclear positioning
The market could not easily tell what Delphix did or why it mattered.
Long sales cycles
Deals often ran past a year as buyers worked to understand the product.
Generic identity
The brand lacked personality, visibility, and meaning.
No design system
A disjointed visual environment, with inconsistent representation of the identity.
Slow approvals
Time lost to miscommunication, as designers and requesters spoke different languages.
How I approached it
Start with the story, then build the systems to carry it.
Listen first
Heard it from the source, sales and product marketing, to get technically sound on the product's value.
Bring clarity
Bridge the value and the customer with a simple but persuasive narrative.
Rebuild the identity
Rebranded from the ground up, an identity tied to the product's value: unique, simple, and built to last.
Systematize
Components, templates, and tokens so the team could produce on-brand.
Enable self-serve
Canva kits and guidelines so non-designers could handle routine work.
What I shipped
I stepped in as creative director and rebuilt how Delphix shows up, brand, creative, and the operations behind it. Here's what came out of it.
Brand
A distinct identity tied to the product's value, one the whole company could stand behind.
- Visual identity & logo system
- Messaging & narrative framework
- Brand guidelines & governance
Creative
The identity applied everywhere it mattered, the work that carried the story to market.
- Website & digital campaigns
- Sales & executive decks
- Event & field experiences
Operations
The system that let a small team produce on-brand at pace, long after launch.
- Design system & component library
- Templates & Canva self-serve kits
- Intake & approval workflow
Who I worked with, and what changed
Creative leadership that reached from the exec team to the asset library.
- Partnered with the CEO, CMO, and sales leadership
- Led and mentored a small in-house creative team
- Managed outside agencies and vendors
- Built an intake and approval process
- Stood up a central asset library
- Launched Canva templates for self-serve
- Documented brand guidelines and governance
The rebrand and new messaging changed how customers see us and how we sell. It was a pivotal moment for the company.CMO, Delphix
