impact Brand Refresh

ROLE:
Executive Creative Director
Timeline: 6 Months
Context: 24% Year-over-Year Growth for Three Consecutive Years

THE PROBLEM

By 2021, Impact Networking was growing at an average of 24 percent year over year. The business was accelerating, but the brand was not. Visual systems were inconsistent, sales materials lacked cohesion, and the company was operating from a two-page guideline that included little more than a logo, two fonts, and a tagline.

The organization was scaling like a modern company. The brand still felt corporate and dated.

THE MOVE

I was brought in to evolve the brand without erasing its equity. Rather than replacing the logo, we reworked the system around it, liberating the icon from the wordmark and creating more flexible applications across a refined palette.

We simplified typography and layout structures to create clarity and restraint in a visually saturated world. At the same time, we shifted the voice from rigid and corporate to confident, human, and approachable.

Beyond the visual identity, I directed the strategy and creative execution of a new website built around the refreshed brand. The goal was alignment — ensuring that sales, marketing, and digital touchpoints told the same story with the same level of polish.

THE RESULT

Within six months, we launched a comprehensive brand system designed for scale. The refreshed website drove measurable pipeline impact, including a 79% increase in MQLs, a 31% increase in SALs, and a 19% increase in Opportunities.

We continued building on that momentum through 2024 to 2025, increasing managed services leads with a 5% lift in MQLs, 34% growth in SALs, 9% growth in SQLs, and a 5% increase in Opportunities.

Most importantly, revenue tied to marketing-led efforts surged year over year, including a 719% increase in net new revenue, a 922% increase in cross sell revenue, and 101% YoY revenue growth.

More importantly, the brand finally matched the ambition of the organization. It felt modern. Cohesive. Expressive. Recognizably Impact, but elevated.

The business was growing like a premium partner. The brand now performs like one.