Re-branded an established software company
After a decade, this company had grown exponentially, but still felt like three guys on a Sausalito houseboat. I led a full corporate re-branding to position Equilibrium for enterprise sales. I worked with design partners to update the visual identity, including a new website, collateral materials, and a unique new trade show presence. We launched the new brand through print ads, direct mail and a thought leadership program. The revived brand enabled Equilibrium to expand their business in the midst of the dot-com bust, eventually being purchased by CMGI.