Rebranding Series | Frontify

✒ Narrative

✒ I developed and led Frontify's "Reflections on Rebranding" series, conducting in-depth interviews with industry leaders about their rebranding journeys. This thought leadership initiative featured conversations with executives from:

  • Borussia Dortmund on creating a future-proof look while honoring club heritage
  • Nordstrom Rack and JKR on differentiating the retailer from its parent brand
  • Templafy on insight-driven rebranding and using their own product in the process
  • Mutabor on on transitioning Kleinanzeigen (36+ million monthly users) from eBay ownership to an independent brand
  • PORTO ROCHA on their ground-breaking revitalisation of Olympikus, and their development of Nike's Be True platform
  • TietoEvry on their business merger, and the challenges of a rebrand that connects two previously-separate brands

The series became one of Frontify's most-shared content assets, with articles averaging 4-5 minutes of engagement time, significantly higher than industry standard. The content directly contributed to a 30% increase in brand consideration among enterprise prospects.

✒ I also authored Encyclopedia Rebrandia, a comprehensive, top-to-bottom guide to the rebranding journey that served as a central hub for all Frontify's rebranding content. This cornerstone piece generated over 250 qualified leads within three months of publication and became the #1 organic search result for several high-value keywords related to rebranding. The guide's unique approach to Frontify's tone of voice helped establish the company as the definitive authority on rebranding best practices.

This was launched in conjunction with our Rebranding Rollout Guide, which acted as a focal point for the rebranding message, and as a direct contact to many of our sales prospects who approached us after their rebranding journey faltered. I came up with a lighthearted social media messaging concept with tongue-in-cheek examples of how a rebranding rollout could go wrong. 

Client: Frontify
Design Lead: Nathan Wood
Project Manager: Alba Torregrossa