RingCentral | Brand
The launch of a global communications and collaboration product company rebrand.
Creative Strategy
Brand Design
Creative Direction
Team Management
Challenge
Upon starting at RingCentral, one of my primary duties was to take the visual rebrand currently in development and expand and apply the look across all customer touchpoints. As a global company that leveraged a myriad of strategic partnerships, we required thoughtful design thinking to strike a balance of rigidity and flexibility as we rolled out the refreshed look.
Process
The Creative team worked diligently to produce brand elements that resonated with our audience and considered the needs of our cross-functional partners from marketing, sales, product, events, and beyond.
Brand System Guidelines
To maintain a brand design system you need guidelines — not only for the brand team but the company at-large.
the team had an approved look and feel, systems, guides, and templates were created to ensure the brand team and company at-large had the clarity and assets required to utilize the new brand properly.
The integration of these brand elements, combined with a fresh approach to our positioning and messaging, came alive in the rollout of our creative executions across all channels.
“
Can I get a quote from Lisa E. about how the design system helps us deliver better work?
~ Leesa E
CMO, RingCentral
General Design System
The Creative team worked diligently to produce brand elements that resonated with our audience and considered the needs of our cross-functional partners from marketing, sales, product, events, and beyond.
Photography System
The Creative team worked diligently to produce brand elements that resonated with our audience and considered the needs of our cross-functional partners from marketing, sales, product, events, and beyond.
Custom Brand Photography
Partnering with the talented folks at Cinco Design, CentralJournal was spun up to provide bespoke lifestyle photography to refresh visuals across all our marketing channels. Each CJ issue release focused on particular themes and narratives that help support product launches, key value props, or gaps in branded content needs.
Device Photo Library
Finding good in-situ device photography can be painful. Working with Cinco, we built a library of custom device assets that could be used across all channels and, perhaps more importantly, across all image ratios and formats.
Illustration System
The Creative team worked diligently to produce brand elements that resonated with our audience and considered the needs of our cross-functional partners from marketing, sales, product, events, and beyond.
Content Materials System
The Creative team worked diligently to produce brand elements that resonated with our audience and considered the needs of our cross-functional partners from marketing, sales, product, events, and beyond.
Outcome
The mantra "trust the process" served us well. It took some ramp-up time to get the entire cross-functional partners on the same page, but the result was clear and quantifiable; fewer meetings, more effective creative produced faster, and higher morale across the team. Ultimately, these processes, workflows, and systems we created were recognized by leadership and implemented in other divisions of the brand marketing team.
Role
I served as SMB's creative lead, managing a team of 5 creatives. I worked closely with the Director of Marketing for SMB and my creative producer counterpart to plan quarterly outputs, scope projects, approve budgets and timetables, kickoff campaigns, review design & messaging, and clear any roadblocks for my team en route to final delivery for launch.
Team
In-house design and motion team, copywriters, in-house engineers, contract digital production partner, creative project manager, marketing and product marketing leads.
Tools
Adobe Creative Suite, Figma, Google Drive, Wrike