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Two employees arriving at Equativ's internal rebrand event.
3 brands united under a single new identity.


Uniting 3 brands under a single new identity 

I've led various positioning projects over the years, but I'm incredibly proud of this one. The mission was to rename and rebrand three companies under a single identity. We saw this rebrand as a critical step in our post-merger integration of the three companies and vital to building enterprise value in preparation for our successful recapitalization. 


I was responsible for the project, beginning with writing and presenting the rationale to internal stakeholders and our investors. It quickly segued into agency research and evaluation, writing the RFP and managing the entire RFP and selection process, project definition and scope, negotiation, contract management, and all the other nitty-gritty details to get the project approved and off the ground.


My team and I managed the agency and various internal teams through an extensive internal and external discovery process, creating a unified brand story, new name selection, trademark search and clearance, logo, and visual identity. We also managed internal project communications, keeping the entire company updated on our process and engendering a strong sense of inclusion among all employees. This culminated in an internal reveal and launch at an all-company event in Barcelona, Spain. We also managed the external comms to clients and the world via PR, paid, and social media. The first public physical activation of the brand was on our newly-Equativ-branded yacht at the Cannes Lions International Festival of Creativity. Our massive sail and branding could be seen from all over Cannes and were the talk of the event. Boom! 

“I think it was quite easily one of the most successful ad tech rebrands.  It was really well executed, which is no small thing as so many seem to struggle with it."

 - Vincent Flood, Editor-in-Chief at VideoWeek

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Hear the story and my advice on renaming and rebranding in this Advertising Week 360 Podcast

AW360 Advertising Week Podcast with Michael Nevins
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