A comprehensive identity and marketing refresh to unify a brand across all touch-points*

Client Background

Intellexis is a data, analytics, and AI service provider that has helped enterprises transform data complexity into business clarity since 1995. They combine decades of database expertise with advanced analytics, AI, and cloud solutions to secure, optimize, and evolve digital infrastructure. Managing over 25,000 databases across 2,000 environments, their global team delivers reliability, intelligence, and innovation at scale. Backed by partnerships with industry leaders, Intellexis empowers organizations to unlock efficiency, mitigate risk, and accelerate growth.

The Challenge

By mid-2024, Intellexis was looking to capture new business opportunities—but its existing brand and marketing materials were working against that goal. Over a decade of rapid growth had resulted in a disjointed brand identity and an overwhelming, outdated website. Core marketing assets—capability statements, one-sheets, and templates—were inconsistent, uninspiring, and misaligned with the company’s current scale and strengths. Internally, staff lacked cohesive tools to represent the company effectively in new business efforts.

My Solution

I led a comprehensive branding and marketing refresh to reposition Intellexis as a modern, capable, and trustworthy partner. My goal was to unify the brand across all touch-points and create compelling, practical tools to support customer acquisition.

Brand Discovery and Positioning: I conducted a foundational brand discovery exercise to identify Intellexis’ core strengths, organizational competencies, and unique value proposition. From these insights, I crafted a concise set of slogans and messaging pillars that clearly articulate the companies identity, expertise, and merits.

Style Guide Development: I expanded and formalized the company’s visual identity into a comprehensive brand style guide. This included logo usage rules, color palette, typography systems, and visual hierarchy.

Website Redesign and UX Overhaul: Using the updated messaging and styles, I designed a new website framework emphasizing clarity, simplicity, and intuitive content hierarchy. The homepage was rebuilt to highlight Intellexis’ value proposition, showcase client testimonials, and include strong, clear calls to action.

See the website concept as a pdf

Marketing Collateral: I designed a family of capability statements tailored to key service areas, utilizing the updated branding. Each document clearly presents core competencies, project highlights, services offered and contact information in an easy-to-scan, visually compelling format.

Business Development Templates
I created a full set of branded templates for client-facing documents including SOPs, company credentials, RFIs/RFQs, and proof of performance sheets.

See a Capability Statement sample as a pdf

Results

• Established a clear, memorable identity and value proposition that resonates with prospects within seconds of engagement.
• Ensured consistency across all internal and external communications to strengthen brand recognition and professionalism.
• Improved user experience, reduce bounce rates, and increase engagement from potential clients and partners.
• Enabled targeted outreach with persuasive, on-brand materials that instill confidence and demonstrate expertise.
• Equipped internal teams with professional, ready-to-use tools to streamline proposal development and accelerate new business initiatives.

*Intellexis is a fictional company created as part of this branding and marketing exercise.