Elevating and expanding visual brand

Project Background
Infor is a global enterprise software company providing cloud-based, industry-specific business solutions. Despite its strong offerings, they struggled with flat sales as well as low internal engagement. To drive business growth, Infor needed to reposition its brand, reshaping perceptions among customers and employees to highlight its leadership and product value.

My Role
To achieve this goal, Infor worked with Agency partners to establish a renewed brand strategy, initial visual concept, and core brand elements prior to my involvement. However, they had not fully built out the design system or supporting assets. 

I was tasked with building upon the agency's work, expanding the design system across brand touchpoints and creating comprehensive brand and marketing assets. The goal was to enable teams to effectively activate the new brand while also optimizing production time and costs.

Process
As Art Director, I worked hands-on and guided the internal design team to bring the new identity to life. We applied the updated brand across all major touchpoints, including digital ads, out-of-home (OOH) campaigns, events, videos, web, and collateral materials. Over the course of the project, we developed nearly 1,000 new assets and templates. To enhance efficiency and ensure consistency, we centralized the brand guidelines and assets online, improving accessibility and version control.

By emphasizing flexible cohesion over rigid consistency, we created a simple yet dynamic brand identity that allowed Infor to remain relevant and recognizable across diverse platforms. The rollout received overwhelmingly positive feedback internally, resulted in faster asset delivery and reduction in marketing costs.