Citrix Systems
Director, Brand and Creative | 2015–2019
By the numbers
Brand deployed across 47 markets in six months
Event attendance +15% year over year at Citrix Synergy launch
Email demand generation campaign: 24% gross open rate · 22% unique open rate (customers) · 13% unique open rate (prospects)
Display demand generation campaign: 7% CTR vs. 1.2% control benchmark
Recognition
Launched at Citrix Synergy — the company's most successful customer event on record
Earned kudos from CEO and senior executive team
Global rebrand deployed across 47 markets in six months — from strategy to activation
“Citrix is a Dinosaur”
Once the undisputed leader in virtualization and networking, Citrix had lost ground to competitors and was widely seen as a dinosaur in a category that was moving fast. Unaided awareness was low, perception was dated, and the brand had no clear point of view that could cut through an increasingly crowded enterprise technology landscape.
The research pointed to a real truth: Citrix was actually the most trusted, most integrated, and most human partner in the space. IT managers, CXOs, and end users all described the same thing — a company that understood their business and made technology work for people, not the other way around.
That insight became the strategic foundation for a full global rebrand.
The work
Repositioned Citrix as human-driven technology — the partner that makes old and new technology work together seamlessly and empowers people to work from anywhere. Built a complete brand system from the ground up: new visual identity, voice and tone, brand guidelines, asset library, and global training programming. Rebuilt citrix.com to reflect the new brand narrative. Launched the full system at Citrix Synergy — the company's signature customer event — and activated across 47 markets with regional teams and agency partners.
Built and led a high-performing in-house creative team of art directors, writers, designers, and video editors producing integrated campaigns, microsites, and product launch creative throughout the engagement.
Citrix Workspace Suite & Services — Demand Generation Campaign
Targeted IT managers and security decision-makers with a campaign built around a single tension: our audience constantly feels forced to choose between mobile productivity and security. The creative concept positioned Citrix Workspace Suite as the solution that delivers both — without compromise.
Single-minded value proposition: Mobile productivity and flexibility. Efficient IT management. Secure apps and data. All in one platform.
Results
Display: 7% CTR vs. 1.2% control benchmark
Email: 24% gross open rate · 22% unique open rate (customers) · 13% unique open rate (prospects)
