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Portfolio Case Studies | Strategic Leadership & Innovation
Case Study 1:
Global Brand + Culture Refresh & Rollout at Mitchell International
Role: Project Lead
Duration: 18 months
Challenge
Mitchell International, Inc., faced a fragmented brand presence across all external North American and European touchpoints, while internally they were battling a major culture issue with employees. Add to all this the truly challenging goal of pulling it all together in three months to coincide with their 75th anniversary. The company needed a cohesive identity that could unify its software suite while reigniting the culture globally.
Strategic Approach
Conducted a comprehensive brand audit to identify gaps and opportunities.
Developed a 9-module plug-and-play software suite as the foundation for the new brand architecture.
Designed a global brand rollout strategy balancing internal engagement with external visibility.
Coordinated a multi-channel approach to update digital assets, physical environments, and employee experiences simultaneously.
Internal Launch + Rollout
Goal: Align employees with the new brand and celebrate company achievements.
Key elements:
Built a cross-functional team to plan a large-scale event.
Vinyl-wrapped office locations with brand visuals
Reskinned corporate website and marketing materials
Environmental signage and life-size Customer Journey board games
Desk drops for in-office and remote employees
Global live stream featuring C-suite presentations
Evening celebration with live music, drinks, and dinner
External Launch
Coordinated global server teams to ensure simultaneous asset updates at 9:00 AM PST
Delivered a seamless digital transition, with the CEO’s lives tream guiding the audience through the rebrand
Integrated experiential elements lis and desk drops to reinforce messaging
Results = Impact
Enhanced campaign targeting accuracy by approximately 18% during initial pilot programs, demonstrating significant improvements in precision and effectiveness.
Significantly reduced repetitive reporting workload, effectively freeing up valuable team time to focus on high-impact strategic initiatives and drive greater business outcomes.
Increased adoption and active engagement with AI tools has been observed across three key departments, driving enhanced efficiency and innovation throughout the organization.
Significantly strengthened Mitchell’s reputation as a forward-thinking pioneer and early adopter of cutting-edge AI technology.
Key Strategic Takeaways
Strategic coordination across channels is critical for large-scale brand refreshes
Experiential engagement and clear communication drive adoption
Timing + cross-functional collaboration amplify impact