Help product teams located around the world to feel involved and invested in a global brand update that would redefine the identity of their individual products.
Change is hard. But it's also a constant for a big technology company like Citrix. The Citrix Mobility Apps portfolio consisted of a number of product brands grown through a mix of acquisitions, mergers and internal product development. Each of these products had a growing user base, and strong brand affinity both with customers and the internal teams that supported each product. Because of the manner in which the portfolio was built over time and the different markets that each product targeted, individual product brand identities were unique – some stronger, some weaker, but with little sense of brand continuity across products. Customers could and did use multiple Citrix products without ever being aware that they did, in fact, come from the same company.
As part of an overall strategic brand realignment, it was decided to redesign key brand identity elements across products, to develop a common brand language that could be applied to all existing products, but also had the systems-oriented design scalability that would help facilitate the develop of completely new product brands, as well as make it easier to rebrand future product acquisitions in a way that made identity transitions intuitive for existing users, and that helped maintain continuity where possible for existing product brand equities.
But for change to happen on this level, effecting multiple products with revenues in the hundreds of millions of dollars, product owners have to be an integral part of any solution. The risk is that powerful product owners unwittingly derail portfolio brand strategy in favor of their individual product strategy. So how to herd a group of vary smart, vary diverse technology product cats? You blow up your typical design process in favor of a very public, radically transparent design process.