I consolidated a fractured collection of acquisitions under a new unified brand and portfolio architecture
At-a-glance
Defined the new brand architecture, rationalizing a complex portfolio of acquisitions under one unified structure
Co-led brand strategy, including the "Made Better" brand promise and a new mission and values
Led naming, evolving the brand from a descriptive name (PDFTron) to an emotion-led identity broad and inspiring enough to grow with the company's future
Served as creative director for all visual design, including identity and logo system
Advised on the new website and wrote all high-level content for launch
Coordinated planning and execution of the internal launch event, live-streamed company-wide, including a 3-month mobile training initiative with videos, interactive cards, and quizzes
Results
Followed by five acquisitions in the two years after (XODO, Solid Documents, iText, and PDFlib), expanding Apryse into a full document-processing platform
Preceded and supported a strategic growth investment from Thoma Bravo, layering onto an earlier $71M investment from Silversmith Capital Partners
Apryse now serves roughly 70% of the Fortune 500
