Citrix: Transforming a technology brand into a human brand
Key Wins
Led new brand expression including visual and verbal identity
Set creative strategy and vision
Introduced new custom illustration, photography, font
Delivered brand guidelines, templates, training
Redesign of citrix.com homepage and product pages
Redesign of Citrix Synergy customer event
“Citrix is a Dinosaur”
Countering Low Awareness and Negative Perception
Once the leader in virtualization and networking solutions, Citrix had lost market share to VMware and other competition. They had extremely low unaided awareness and lagged competitors in aided awareness in market. Citrix was seen as a dinosaur in a dynamically shifting technology category.
Research Reveals Path Forward
Research led us to the company’s strengths. Namely, Citrix was the established, proven and trusted leader in the industry. Their products were seen as integrating well with all other technology. And their employees were viewed as understanding and collaborative.
Human-driven Technology
Research showed that Citrix was viewed as a trusted and reliable partner by IT managers, CxOs and end users. These audiences all wanted a partner that knew their business, had a roadmap for the future, and could help amplify their voices. My team’s solution was to reposition Citrix as human-driven technology — the technology that enables old and new technology to work together seamlessly, and IT decision makers to empower end-users to work from anywhere.
Building a Creative ‘Dream’ Team
For the creative expression, I gathered a virtual team of well-known designers from top-brand agencies to generate a truly differentiated, compelling and visually arresting look and feel. Six months later, the entire new visual expression was unveiled to an enthusiastic response at the signature customer event, Citrix Synergy.