Global Rebrand, Website Overhaul, & Total Creative Takeover

What it took to realign brand, web, and creative into one consistent, in-house system.

Accruent was undergoing rapid expansion, product consolidation, and global M&A. The brand was fragmented across 15+ products, the website was outdated, and creative operations were largely external. I led a complete rebrand, rebuilt the website from the ground up, and brought all creative functions in-house, owning brand, web, video, content, and events.

This was full-spectrum leadership and execution. I built the design system, directed and produced video, led the UX and CMS redevelopment, managed SEO and content strategy, and handled all event creative. I ran a 20-person hybrid team and reported directly to the CMO—then CEO—for nearly a year, delivering unified creative across every channel.

Overview

Accruent needed a complete visual and strategic reset. The brand was fragmented and inconsistent, with more than 15 product lines acquired and integrated. We were also speaking to a broad set of industries, each with its own priorities, language, and regional considerations. To solve for that, I led the development of a visual identity system that included color-coded verticals to represent our core industries. This helped clarify messaging, streamline user experience, and support global scalability, making the brand more navigable and relevant to a diverse, enterprise audience.

I was brought in to unify everything: corporate identity, product branding, the website, and all creative execution, while building a high-functioning internal team and system from the ground up.

What I Led and Delivered

Brand & Identity

• Directed the rebrand across corporate, product, and partner visuals, including logo redesign, color system, iconography, brand voice, and messaging

• Built a formal brand system from scratch and created centralized guidelines to scale across teams and geographies

• Designed and enforced brand consistency across marketing, sales, product, internal communications, and events

Website Rebuild

• Led the full redesign and CMS rebuild of Accruent.com (migrated from Drupal)

• Owned UX strategy, page architecture, content planning, and visual design direction

• Oversaw technical implementation with developers, optimized for SEO and Core Web Vitals

• Launched a scalable system that significantly improved traffic, engagement, and lead generation metrics

Video & Content Production

• Scripted, directed, and produced a wide range of video content: brand narratives, explainers, testimonials, and product demos

• Built the internal production workflow for repeatable video execution across departments

• Owned the visual and editorial direction of digital and print collateral, landing pages, campaigns, and executive presentations

Team & Operations

• Managed a team of 14+, including designers, UI/UX, developers, video, content, and SEO

• Directed ~10 contractors and agency partners for overflow and specialized projects

• Introduced Figma, built an integrated DAM system (Drive Professional), and implemented a structured intake + SLA process

• Formalized creative operations and production timelines to improve velocity and cross-team collaboration

Events & Campaigns

• Led end-to-end creative for internal and external events, from keynote visuals and signage to stage design and swag

• Delivered campaign support across print, digital, email, social, and paid media

The Result

Accruent’s brand was fully unified across its product portfolio, website, and GTM initiatives. The creative function was fully internalized, replacing fragmented vendor support with a high-performing team and system. Traffic and lead generation saw a measurable lift post-rebrand and web relaunch. Creative became a core, embedded function in the business, built to scale.