Date: 2019

Type: Brand strategy, Brand identity, Brand video, Brand guide

Company: Cornerstone is one of the world’s largest companies in the HR technology space helping organizations modernize their learning and development experience. Cornerstone serves over 6,000 customers and 75M users and is available in 180 countries and 50 languages.

Role: I led all brand strategy, positioning, content strategy, and creative for Cornerstone. Read more about my role in my resume.

The brief: In 2020, there was incredible disruption in the world; the global pandemic, the focus on equality and human rights, the great resignation, and the move to remote work (to name a significant few). Our investors put some cash into a new software company that uses the latest AI to analyze interview conversations to help hiring teams reduce unconscious bias in the hiring process and create diverse teams that thrive and are a business competitive advantage.

The company wanted to leverage its knowledge and expertise and stand out as a pioneer as well as signal a recent transition in strategy with a larger product offering.

The solution: Create a brand new company by first building the dream team you aspire for others to have. Create company values and an employer brand experience that attracts these employees. Build a purpose-built corporate brand anchored in emotion and tied to the world's needs today. Build a software experience with our customers and users with an empathetic eye to drive product-market fit and loyalty. Passionately partner with the executive team to do what needs to be done on our way to series A with a finite amount of cash in hand.

The program encompassed all things brand strategy. I defined the substance of our internal brand by defining and aligning our business purpose, story, vision, and mission. I then defined the brand character/personality, verbal voice/tone, and visual expression to help bring the strategy to life. Lastly, I created a complete suite of communication tools to enable the adoption, internalization, and delivery of the brand promise across all customer touchpoints to internal and external teams.