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
Developed and executed the communication strategy for the rebranding launch, aligning internal and external audiences around the new brand vision.
Rolled out the rebrand to internal teams before public unveiling, building early engagement and preparing staff as brand ambassadors.
Authored detailed FAQs, training materials, and led interactive sessions to clarify the brand vision and empower employees to communicate with clients and partners.
Built and trained a dedicated group of brand ambassadors to champion the rebrand with consistency and enthusiasm.
Led proactive outreach to current clients, focusing on transparent communication and personalized reassurance during the transition.
Crafted clear, benefit-focused narratives about the rebrand’s purpose, highlighting expanded capabilities and ongoing commitment to client success.
Established dedicated support channels to respond quickly to client questions and reinforce trust throughout the process.
Selected IUCX as the official industry launch venue, maximizing brand exposure and engaging industry leaders.
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.
Managed a complete transition of digital and print assets, collaborating closely with design and marketing teams to ensure universal brand consistency.
Maintained momentum post-launch with continuous education, targeted communications, and engagement initiatives for clients and staff.
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.
