Virtana Rebrand

Virtana had evolved significantly as a product, but the brand still reflected its legacy roots. Messaging was fragmented, the visual identity felt dated, and there was no cohesive system to support consistent execution across the company.

The goal was to modernize the brand, clarify the narrative, and build a foundation that could scale with the business.

What I led

• Led end-to-end rebrand across identity, messaging, and website

• Defined updated brand positioning and core narrative

• Directed creative development of logo, visual identity, and design system

• Facilitated executive alignment and incorporated cross-functional input

• Built messaging architecture to support consistent communication across teams

• Owned rollout strategy, including internal enablement and adoption

Building a scalable brand system

To ensure the rebrand was not just launched—but adopted across the organization—I created a centralized system of tools, templates, and guidance that made it easy for teams to apply the brand in their day-to-day work.

System components included

• Centralized content and asset repository (Box)

  Structured folders for all brand assets, collateral, templates, and guidelines to ensure easy access and version control

  

• Comprehensive brand guidelines (Frontify + PDF)

  Defined visual identity, tone of voice, and usage standards across all channels

  

• Enablement materials

  • Social media guidelines

  • Email signature standards

  • Messaging and content frameworks

  

  
  

• Presentation system

  • Company-wide slide templates aligned to the new brand

  • Structured storytelling framework for internal and external use

  

  
  

• Company-wide enablement session (~200 employees)

  Trained teams on how to use and apply the new brand consistently

How it came to life

• Developed new website structure and messaging aligned to positioning

• Created rebranded collateral and campaign assets across channels

• Built internal documentation and guidance for ongoing consistency

• Partnered closely with leadership, product, and marketing teams throughout

Impact

• Established a clear, modern brand aligned with product innovation

• Enabled consistent messaging and visual identity across all channels

• Improved internal alignment and confidence in how the company tells its story

• Created scalable systems to support future brand evolution and growth