Five years that changed the face of Delphix.
The rebrand was the starting line. What followed was five years of creative that rebuilt every surface a buyer touches, sharpened the story, and put the company on stage in front of its own market. The numbers moved with it: from $55M to over $100M in ARR.
A brand only matters once the market feels it.
The new identity was worth nothing on a style guide. It had to show up in every page, pitch, campaign, and room where deals actually move. That was the work: take the story to market, at volume, without it ever drifting.
We changed what we sold without changing the story.
Delphix was moving off DevOps test data management and onto three solutions: Discovery, Masking, and Provisioning. A clean break in the narrative would have cost us every buyer who already knew us. So we kept the story we had earned, fast application releases, security, a DevOps data platform, and let it widen into the full application lifecycle. Same arc, bigger promise, no reset. That shift lived in three decks, each one carrying it to a different room.
Releases went from monthly to millions of CI/CD runs. Start where the buyer already is.
77M records exposed, a $350M settlement. Test data is the unguarded door.
Every cloud ships its own masking and catalog. No consistent control anywhere.
One data operating model across the application lifecycle, not one more tool.
Unisys, JPMorgan Chase, 560% five-year ROI. The claim, closed out by a customer.
A new digital front door.
The first real test of the brand: explain a complex product in seconds and look confident doing it. I led the redesign end to end, then built it out to a full solution system that all held one voice.
One message, every channel.
A modular system for demand-gen, ABM, nurture, and social, all sharing one look so the team could launch fast and never drift off brand. More than 400 pieces of collateral ran through it.
Proof, told like a story.
We produced 20 custom customer case studies. One, SelectHealth, won Case Study of the Year at the 2019 BIG Awards for Business, a data-for-DevOps story framed around something human: helping people live longer, healthier lives.
We put the company on its own stage.
The Data Company Summit, Data Impact, and the Delphix Data Conference gave the story a room of its own. Across more than 150 events, the brand stopped explaining itself and started being felt.
▶
Watch the keynote · YouTube