Client
VMware, a global leader in cloud computing and enterprise technology.

The Ask
This was a full brand refresh designed to shift the perception of VMware. The tech space is often dark, dense, and overly technical. The goal here was to bring some lightness and positivity to the brand — to make it feel more human, more accessible, and more optimistic without losing the trust and credibility that comes with being an enterprise leader.

The Approach
We built a visual and messaging system that leaned into clarity, warmth, and simplicity. The refresh touched everything from digital ads to internal decks to large-scale campaigns. I led creative direction and worked across teams to make sure the system worked at every level — from global campaigns to quick-turn regional requests.

Design-wise, we introduced lighter colors, more breathing room, and a more editorial approach to layout and typography. The tone shifted to something more encouraging and solution-focused. Everything was built to scale, but still gave individual teams enough room to tailor the work to their specific needs.

The Outcome
The brand became more approachable without losing authority. It helped VMware stand out in a sea of overly complex tech messaging and gave internal teams a stronger, more consistent foundation to build from. The refresh also made it easier to tell customer stories, highlight real-world impact, and connect with audiences in a way that felt fresh and honest.