Citrix Rebrand
At the end of 2019, Citrix was committed to a massive brand overhaul. In my seven years at Citrix, this was the 3rd attempt at truly leaving behind the legacy of the original Citrix that the market had been used to. The goal was to execute a brand that was more recognizable and approachable to the everyday person.
All the tactical brand elements were overhauled: logo, palette, photography, illustrations, diagrams, voice and tone – everything.
So while it was exciting to have the opportunity to play an instrumental role it influencing the company across the board, it was a daunting task that required sound strategy and efficient execution.
NOTE: Due to NDA’s I am not allowed to show the internal documents that showcase the work put into creating the guidelines and master documentation that I helped create. I will do my best to explain the process in words.
Influencing the new brand direction
I was part of the team that worked directly with the Brand team who was leading the company’s overall restructuring and new direction. By having influence and periodic check in’s we were able to stress test the agency’s vision in the digital marketing space and identify issues before the brand guidelines were published to a broader audience.
Working in parallel
One of the hurdles that my team overcame was having to work in parallel as the Brand direction and guidelines were still being formulated. This challenged us to build out an Adobe XD framework that would allow for swift global changes amongst 4 designers.
Atomic design approach
Because the overall structure of the site was not going to be changing, my team worked from the inside out, creating the smallest items and slowly building up. This allowed us to work with developers to nail down the most critical items (color palette, CTA’s, and CSS styles) first, and then piece it all together until we were ready to build out full pages and establish page templates.
Collaboration
Any brand redesign is a huge undertaking. However, the success of that redesign really comes down to making sure everyone is working together and sharing key learnings so that everyone can implement the shared systems, as well as identifying special use cases that only effect certain teams.
