RIMINI STREET
ENTERPRISE SOFTWARE SUPPORT & SERVICES
2021 - 2023
ENTERPRISE SOFTWARE SUPPORT & SERVICES
2021 - 2023
Turning founder conviction into a brand platform
In this founder-led company, brand change had to be earned from within. After an agency effort failed to gain traction, I was asked to lead the work, translating the founder’s conviction into a shared strategic foundation while transforming the creative organization responsible for bringing it to life.
Aligning leadership
Before the brand could evolve, the leadership team needed alignment around what Rimini Street stood for and where it was going.
I developed the initial narrative, then used a live executive leadership session to pressure-test and refine it together. The process surfaced the beliefs the team shared and turned them into a concise brand manifesto, creating a strategic foundation leadership could recognize as its own.
From mission to market expression
Rimini Street’s mission already contained the foundation for a more meaningful brand idea: providing clients with a smarter path to achieving their strategic and operational goals. The manifesto helped turn that belief into a clear market-facing platform.
Together, those ideas shaped Take the Smart Path, a customer-facing expression that connected the company’s purpose, people and technology to a clear invitation: find a better way forward.
Turning the platform into demand
Smart Path quickly moved from brand strategy into active demand generation, providing a consistent way to frame customer challenges, connect them to Rimini Street’s value proposition and create a recognizable call to action across campaigns.
Early executions worked within the existing visual system, putting the new positioning into market while I developed a broader visual expression for the brand.
Evolving the visual language
With Smart Path established in market, I turned to the broader visual expression of the brand. I explored distinct creative territories designed to move beyond the existing campaign system and create a more ownable, flexible visual language.
The concepts explored different dimensions of the strategy, from forward movement and transformation to human expertise and technology, establishing directions that could extend across the broader brand experience.
Take the Smart Path
Transforming choice and forward movement into a bold, recognizable visual system.
Transforming choice and forward movement into a bold, recognizable visual system.
Extraordinary People. Extraordinary Technology.
Bringing human expertise, technology and business environments together in one expression.
Bringing human expertise, technology and business environments together in one expression.
Engineered for Success
Positioning Rimini Street as a future-facing technology partner engineered to help clients transform.
Positioning Rimini Street as a future-facing technology partner engineered to help clients transform.
Building the capability to deliver
Sustaining the brand’s evolution required transforming the creative organization behind it. I rebuilt the team’s operating model, expanded content and video capabilities, established a faster and more responsive workflow, and created the capacity to support a growing volume of work across the business.
The result was 75% faster turnaround, greater creative output and a more consistent brand experience across channels, delivered with stronger internal capabilities and less dependence on outside resources.
Selected work produced by the expanded in-house creative organization.
Expanded content + video capabilities · Greater output across channels · Higher brand consistency
