Citrix brand voice and verbal identity

A brand is so much more than a logo. It's how people get to know us. And a key part of that is how we communicate. When Citrix underwent its biggest rebrand in almost three decades, I led the verbal identity transformation to develop a fresh brand voice that, together with our new look and feel, helps Citrix better relate to our customers while standing out in a crowded market.

Additionally, I helped create all new brand guidelines and content for the new brand.citrix.com, drafted communications for executive, public, and internal announcements, and created a training program for our 9,000+ employees and vendors.