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 brand platform while transforming the creative organization responsible for bringing it to life.
Aligning leadership
After the CEO ended an outside agency engagement, he asked me to take ownership of the brand manifesto. I developed the initial narrative, translating Rimini Street’s purpose, mission and challenger mindset into a clear articulation of what the company believed, who it was and why it mattered.
I then led a live working session with a select group of executive leaders, refining the language together in real time. The process reconciled strongly held perspectives without losing the central idea—creating a manifesto that felt authentic to the founder and gave the leadership team a shared brand foundation they could collectively support.
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 added the belief that extraordinary people and technology made that alternative possible.
Together, those ideas shaped “Take the Smart Path,” a customer-facing platform that connected the company’s purpose, people and technology to a clear invitation: break from dated models and choose a better way forward.
Bringing the strategy to life
With the platform established, I explored distinct creative territories for bringing it to life. Each tested a different expression of the strategy, from bold pathways and forward movement to human expertise, technology and transformation.
Together, the concepts demonstrated how one strategic foundation could support a distinctive and flexible brand system across digital, advertising and events.
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. In partnership with the CMO, I redesigned creative operations and expanded in-house content and video capabilities, creating a faster and more responsive model.
Turnaround times improved by 75%, while the team increased output across web, demand generation, events and social. The new model also raised creative quality and consistency across the customer experience.
Selected work produced by the expanded in-house creative organization.
