I was recruited to rebrand this 35-year-old software company. Bold hires, fires, and conducts all business based on their core values: reputation, innovation, invested, team players, and family.
It was my challenge to not only represent those values in an updated brand identity, but to distance Bold from its competitors in a very specific niche market. The process took about six months to complete with close collaboration with the Director of Marketing, Marketing Manager, Website Developer, and Motion Graphics Designer. The brand is now fully represented in all media and is light years beyond the closest competition.
During my in-house tenure, I was also tasked to rebrand the customer learning management platform (BoldGenius to BoldU) and a mentorship program (Operational Excellence to Manitou Elite Certification Program). These rebrands have been wildly successful since. I lead the rebrand for the Bold Users Conference, an annual event that generates $140k in revenue and draws 225 international attendees with 13 corporate sponsors.
I relocated to Los Angeles, CA in January 2018 and continued to work with Bold on a freelance basis through August, due to my initiative, effective communication, speedy project completion, and love for collaboration.
Manitou Elite Certification
When the Operational Excellence Program wasn't gaining traction, the Director of Marketing tasked us to rebrand. I got to work on the visual aspect after we settled on the new name. Though the content of the program didn't change, we did a better job of explaining the benefits in greater detail. The icon promoted a philosophy for our customers to use in their marketing materials.
BY THE NUMBERS
There were three registrations for Operational Excellence during its 19 month tenure, averaging one order per 6.3 months. Bold sold four registrations in the four months after the rebrand was released, averaging one order per one month. Enrollment increased by 133% in 21% of the time.
VIDEO | Alice Coles