Identified and led company name change from FinancialForce to Certinia due to growth beyond ERP products and name confusion. Managed process between agency, executives, and stakeholders, including IT and legal changes.
Spearheaded extensive multi-million dollar rebranding initiative, including new brand architecture, logo, visual and verbal identities and assets, digital redesign, and company-wide asset refresh. Built and executed an internal launch campaign to explain the change and new strategy, including an explainer video by the CEO. 
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