ANYROAD RE-BRAND & MESSAGE DEVELOPMENT

THE NEED

AnyRoad, now the leading experiential marketing platform for consumer brands, had been successful in securing top-tier CPG and retail customers through connections with leadership and customer referrals. However, the business struggled to scale awareness and accelerate pipeline. Messaging was fragmented, the brand identity felt rigid and outdated, and revenue teams lacked consistent enablement. To break through, the company needed a clear, compelling market position—and a marketing leader who could turn strategy into measurable results.
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THE STRATEGY

As I evaluated our market presence, particularly our website, it become clear that our brand identity didn’t reflect the promise of experiential marketing and our vision for who AnyRoad was. Our existing dark, rigid, and masculine brand identity felt disconnected from our vision of AnyRoad as the platform that empowers brands to build deep, meaningful connections with their consumers through in-person experiences. And so we kicked off the process to design a new brand identity that was more approachable.

But the solution required more than a brand facelift—it demanded a data-driven repositioning that aligned market signals, customer insights, and revenue goals. By reframing the company around human-centric experiences and delivering a warmer, approachable brand identity, I created the foundation for scalable growth.

Messaging Overhaul

Led a customer and prospect research program, partnered with consultants to test narratives, and ran executive workshops to align on a core messaging framework. Delivered a repeatable system—sales decks, persona guides, and collateral—that enabled go-to-market teams to move fast and stay consistent.

Visual Brand Refresh

We partnered with design & development agency, Little Taller, to create an all-new brand identity. They guided us through brainstorm and ideation sessions, helping us narrow in on a direction for a new look and feel. The aim was for AnyRoad to feel friendly, inviting, high spirited, and inclusive so that there was more synergy between the personal, loyalty-driven mission of experiential marketing and how we showed up in the market.

We developed new brand standard with a color palette, fonts, iconography, and illustration styles. As the final piece of the puzzle, Little Taller helped us design a new AnyRoad logo which represents the continuous path forward that experiential – powered by AnyRoad – offers brands who aim to create meaningful connections with their consumers.

An All-New AnyRoad.com

To launch our new brand and messaging, to undertook an end-to-end update of AnyRoad's website. Supported by Little Taller, I worked with my team to: 

• Redesign the site structure to deliver a better user journey and help prospects find the right information
• Re-write the copy for 26 existing pages and develop 15 new pages to support the ideal site journey for our target buyers
• Implement our new brand identity across every digital touchpoint

Launch & Enablement

Rolled out the rebrand across sales, marketing, and customer-facing teams with kickoff sessions, refreshed collateral, coordinated campaigns, and multi-channel announcements. This ensured cross-functional alignment and gave revenue teams the tools to win. I used the launch of our new brand as a milestone to make a splash in the market and start growing awareness and recognition for AnyRoad with a number of activities including a blog post and teaser video, an executive announcement on LinkedIn, as well as email and ad campaigns to spread the word about this next chapter in AnyRoad's journey.