Founded by Caroline McNally and Shannon Riordan, Global Brand Works specializes in translating Brand Strategy into Brand Actualization – in other words, we help clients bring the brand to life throughout an organization, internally and externally. Whether you need to launch, recharge, redesign, or completely reinvent your brand, our experienced leadership and custom approach will get you there.
From start-ups to established global brands, an aligned organization delivers a consistent and compelling brand experience and a shared sense of purpose, which produces better business results.
Speaking of results, here are some client highlights:
SFMOMA: Confirming purpose.
A year into its grand re-opening, the iconic museum is ready for the next chapter. Caroline and Shannon are working with senior leadership to ensure that the museum’s purpose is relevant, clearly articulated, and embraced, with tactical programs such as internal purposing workshops.
Sutherland: A new logo, visual identity, and corporate applications.
This global process outsourcing firm sought out a “small but mighty” branding agency who could nimbly bring their new brand strategy to life, and found us. In 3 months, Global Brand Works delivered a new logo, logo animation, full visual identity system, guidelines, corporate story, PowerPoint template, and business card design.
PayPal: Global Brand Governance strategy and programs.
An integral part of keeping PayPal’s unique brand promise is making sure the PayPal brand is healthy and protected. Global Brand Works developed PayPal’s first ever strategic brand governance practice, along with the tactical tools and programs that support it, such as internal brand training for all PayPal employees globally. (We love that our PayPal clients have nick named us their “Nimble Ninjas”)!
LifeLock: Internal activation of a refreshed brand.
To make sure that LifeLock’s refreshed brand promise continues to come to life internally, Global Brand Works created Visual Identity Guidelines, a new master PowerPoint template, and other programs that used the brand to galvanize employees.
Veritas: Spinning off a new company and brand.
The 2016 separation of Veritas from Symantec required the revival and re-defining of the Veritas brand. Working with Symantec’s agency of record, Global Brand Works helped actualize Veritas’ new brand positioning by developing global internal and external programs, training and tools.
Kettle Brand: Product Naming and Brand Architecture
The Kettle team asked Global Brand works to explore naming and brand elasticity for one of Kettle’s new snack categories: vegetable chips. The new name developed by Global Brand Works is Kettle UPROOTED (and in 4 weeks). Be sure to pick up a bag; Kettle UPROOTED vegetable chips are delightful!
State Street Global Advisors: Employees learn the importance of “Living The Brand”
The challenge was to make a global rebrand just as vital and inspiring for employees as it would be for target customers. The solve: Global Brand Works partnered with SSGA’s existing agency, Landor, to develop an employee intranet, an internal engagement campaign, and targeted global brand training programs that included in-person and online modules.
Yodlee: Preparation for IPO
Caroline and Shannon led a 2-year brand repositioning for this cloud-based FinTech company. By retiring an outdated visual identity system and messaging platform for an authentic, relevant and differentiated brand platform, the company was readied for a successful IPO, which occurred in October 2014.
BlackRock: Alignment after an acquisition
BlackRock acquired iShares from Barclays Global Advisors in 2010. Shannon and Caroline led the brand strategy for the newly-merged entity and delivered the first ever global Visual Identity system that either company had ever had.
iShares: Deepening employee engagement
Using a clever and fun grassroots internal engagement program, employees were able to better articulate the iShares brand story with a program that 68% found effective.
Vantiv: Strategic alignment in product naming
Rapid growth left this global payment technology provider with a product suite not aligned with client priorities. Global Brand Works walked the team through a customized process to elevate their offering within their brand story through product naming and messaging.
Visa: Establishing a practice for global brand management
Caroline was Visa’s first ever employee with responsibility for strategic global brand management. With Shannon on her team, she repositioned Visa from a company with a “collection of logos” in the transaction business to an emotionally-positioned consumer brand, ultimately serving as the foundation for a successful IPO.
You Technology: Creating a consumer brand after several acquisitions
The original brand name, Pay By Touch, lacked the brand elasticity to express the breadth of products and services it could deliver, an even greater challenge after eight acquisitions. Caroline and Shannon led the charge in creating the resulting brand, You Technology, which is now the largest cloud-based digital offer and rewards network.