Identity, Launch, and Growth
Challenge
When I joined Veritone, the company was still in its first year, poised for growth, but lacking the basics of a cohesive brand. There was no established logo, visual identity, or core messaging to unify teams or introduce their AI technology to investors and customers. Sales and marketing materials were fragmented, and there was no clear story about what Veritone did or why it mattered. My challenge was to build the foundation: develop a defining brand identity and create the strategic, creative assets to help Veritone launch with confidence and clarity.
My Role and Process
As the Creative Marketing Director, I guided an end-to-end transformation. I started by revisiting brand positioning, mapping Veritone’s USPs, and distilling complex capabilities into human-centered benefits. My process included:
Working with cross-functional teams (product, marketing, sales) to uncover insights and real customer needs.
Shaping a unifying brand narrative, including tone of voice, audience messaging, and content pillars.
Leading the redesign of the website, developing a new site structure, UX/UI wireframes, and visual identity for clarity and consistency.
Collaborating on digital campaigns, content calendars, and launch assets to elevate Veritone’s story with every touchpoint.
Creative process
As Marketing Creative Director, led the development of Veritone’s brand and go‑to‑market story across products, verticals, and sales motions.
Defined core brand positioning and narrative for Veritone’s AI platform and solutions, translating complex technology into clear, outcome‑driven stories for media, sports, government, and legal audiences.
Partnered with sales, product, and data science teams to align messaging with real customer use cases, objections, and proof points, ensuring every asset directly supported pipeline and deal conversations.
Architected the content ecosystem end‑to‑end, including website structure and copy, whitepapers, case studies, solution briefs, and sales decks that moved prospects from education to evaluation and close.
Led creative direction for IPO roadshow storytelling, video concepts, storyboards, and scripts to consistently communicate Veritone’s vision, differentiation, and traction to investors and enterprise buyers.
Developed scalable frameworks and templates for sales presentations, vertical one‑pagers, and email sequences so teams could quickly customize materials for key targets like Amazon, iHeartRadio, ESPN, Fox Sports, and government entities.
Drove visual and verbal consistency across event collateral, digital campaigns, and thought leadership, reinforcing a recognizable brand that could flex across multiple industries and use cases.
Rolled out a comprehensive multi-channel content plan, social, blog, marketing, sales, and digital assets, all updated to reflect the new brand voice and visual identity.
Built durable assets and narratives that continued to be leveraged years later, contributing to ongoing growth, brand credibility, and repeatable enterprise wins.
Tracked engagement metrics, sales outcomes, and demo bookings to measure effectiveness and inform future initiatives.
Results
Achieved an impressive 5x increase in share equity value within just three months of launch, demonstrating rapid and substantial growth.
Drove a dramatic expansion in market presence by securing multiple major enterprise accounts within the first year, significantly enhancing brand credibility and revenue streams.
Established a highly scalable foundation to support future acquisitions and sustained growth, culminating in a seamless and successful IPO debut on Nasdaq.
Delivered a polished, professional brand experience consistently across all touch-points, including digital platforms, print materials, and in-person interactions, ensuring strong market positioning.
