The brief: The Citrix brand identity was dour and technical. It needed to reflect the human ingenuity behind a modern enterprise software company. It needed a new story to explain its work from anywhere mantra, which was ahead of its time for 2011.
The role: I led the agency to develop this new story and visual direction, developed the standards guide, and led the 12-person Creative Services team to execute the new system for the Citrix Synergy event at Moscone Center in San Francisco.
The result: A revitalized Citrix brand, and record-setting attendance at Synergy San Francisco.
