Directing a Company-Wide Rebrand, Start to Finish

The Challenge

In December 2025, Adwerx's assets were acquired by Imaginuity, an ad agency with several other software brands already under its umbrella. The mandate from our corporate parent organization was to create a cohesive brand family — logos related enough to signal common ownership, without erasing what made Adwerx recognizable on its own.

What I Built

I worked with Imaginuity's creative team and our in-house designers to develop a new logo system and color palette, including wordmark and mark-only treatments and a usage guide for internal standards. I built a three-phase rollout plan targeting full adoption by the end of 2026: same-day swaps across social, primary web placements, email signatures, and customer-facing infrastructure; a second phase covering email templates, partner portals, internal tools, and event materials; and a third phase for the logo's appearance inside the live product itself, which required new tooling to update at scale across every running ad. I coordinated with engineering on the product-side requirements throughout.

The Result

• Phase 1 shipped on every deadline and phase 2 was substantially complete, with phase 3 fully scoped and handed off with clear requirements and timelines
• Maintained brand consistency across every customer touchpoint through the transition, with no confusion in the market

We didn’t just update an asset — we made a considered decision about who we are and where we’re headed. Cleaner, bolder, and built for the next chapter of this company.