People-centric solutions for a better way to work.
A new brand positioning, narrative, and refreshed visual system redefine the concept of work.
Services
- Brand Strategy
- Brand Voice
- Positioning
- Messaging
- Corporate Narrative
- Copywriting
- Visual System
- Go-To-Market Strategy
- Sales Tools
In this day and age, work is no longer a place. It’s an increasing dynamic activity that people expect to be as adaptable as they are. Citrix needed a way to usher in the next era of computing. One that makes good on the original promise of technology to simplify complexity, spark innovation, and liberate people from constraints.
At the highest level, our work started with repositioning Citrix as a business—re-architecting and renaming their products and solutions and transforming how they talk about themselves. We then focused on cascading that story into sales, marketing, and HR. It was a complete overhaul of their communications—everything from sales decks and case studies to re-imagining their executive experience. With every change that we made, we crafted a corresponding user guide so each respective department could understand the shifts, the importance of the work they do, and the impact they make in the organization.
With a new positioning that evolved their 30-year legacy into something inspiring and forward-thinking, we equipped Citrix with the tools they needed to embrace a better way to work.
What We Learned Along the Way
Simplify whatever doesn’t serve your story.
Whether through homegrown innovation or strategic acquisitions, a 30-year-old technology company can assemble quite a laundry list of products. But if you don’t simplify your naming architecture into something intuitive, your customers will have a disjointed, fragmented experience.
Writing a story is one thing. Activating it is another.
Anyone can craft a new story for a brand. But if you don’t take the time to explain the implications of that story—why these changes are being made, what they mean for me, and what they mean for our company—it will remain unread in someone’s inbox. Authentic buy-in is what elevates a story into a tool for business.
Every company should be customer-centric.
When it comes to B2B enterprise sales, a common question always emerges: how much should we focus on the end-user, the customer’s customer? The truth is that B2B brands can be emotive, and should be! We crafted messaging that both delighted the end-user and satisfied the practical security needs of the business.
Christine Harkin, Senior Director of Business Strategy, CitrixHaving activated our brand platform across the company, we’ve received positive feedback from employees, analysts, customers, and the press.”
A Refined Design Approach for a Simplified Story
As Citrix evolved its products into solutions, we shifted the focus from technology to the human benefits it enables. We distilled its complex portfolio into three reciprocal solutions built around experience, choice, and security—each strong independently, but stronger together. A simple visual system brought the story to life, showing how work has moved beyond the traditional workplace.
Cascading a New Narrative Through All Communications
As Citrix’s story evolved, we created four presentations to help the organization understand and activate the change: a sales deck, marketing guide, product portfolio architecture deck, and Executive Briefing Center deck. Together, they bring consistency to how Citrix tells its story and communicate the value of experience, security, and choice through a highly visual approach.
Citrix Marketing Guide and Product Portfolio Architecture
The marketing guide translates Citrix’s updated positioning and messaging into practical guidance for the marketing team. The product portfolio architecture clarifies shifts across Citrix Workspace, Networking, and Analytics, while outlining a more intuitive portfolio and future product roadmap.
Citrix Executive Briefing Center (EBC) Presentation and Speaker’s Guide
Designed for executive audiences, the EBC deck helps Citrix leaders tell a more strategic, conversational story—one that surfaces customer needs and sets up the relevance of Citrix before moving into product demos.
Experience that Works
Customer stories go a long way.
Customer stories and authentic, full-bleed photography are more than just beautiful assets. They can do the heavy lifting of connecting your vision to your portfolio. By using storytelling to articulate the highest possible value, they take your audience on a journey from product to benefit. Oh, and the sales team will thank you for it!
Onramps are everything.
Sometimes people use the word “customer” as if they are all the same. We broke down Citrix’s audience, from install-base, to net new, to born-in-the-cloud customers, and created unique onramp messaging that aligned to their larger mission. Our job is to connect with your customers wherever that is on the technology roadmap.
Know your elevator pitch.
Everyone in the company, regardless of role, position, or experience, should be able to quickly articulate what they do and why it matters. An elevator pitch is more than a sales tactic, it’s a shared sense of purpose and a rallying cry that can unite an organization.
Enabler and ingredient brands can be the most inspiring.
Disruptor brands get all the attention, but enabler or ingredient brands can be just as meaningful and aspirational for a customer. The ability to bring everything together in a way that’s secure, contextual, and delightful is nothing short of a magic trick in an ever-shifting technological landscape.
