The Project

Brand Refresh

Client/Company: Trimble, Inc.

Role: Director, Digital Experiences and Brand Design

The Challenge

With roots in hardware and GPS, Trimble was pivoting its business model to become a leading XaaS company.

Strategic acquisitions like SketchUp and Transporeon positioned Trimble as a significant player in the software field. However, outdated brand standards and a decentralized brand strategy led to inconsistencies and scalability challenges, creating confusion among new and existing customers.

My Role

My role was to lead a cross-functional team, in collaboration with agency partners, to develop a strategy and execution plan that would successfully unify and scale the brand. I established three committees focused on brand messaging, brand identity, and digital brand systems, ensuring a comprehensive approach to the refresh. While our integrated partner and VP of Marketing led the brand messaging efforts, I was accountable for overhauling the brand identity and digital brand systems in concert.

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The Objective

  1. Improve brand consistency across all touchpoints

  2. Align brand with new digital market opportunities and XaaS offerings

  3. Drive employee engagement and brand advocacy through consolidated brand

  4. Modernized brand systems and frameworks for scalability and compliance

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The Approach

To refresh and scale Trimble’s brand, I led a structured, collaborative process that ensured alignment and consistency across all touchpoints.

Research and Analysis:

  • Audited existing brand standards and systems.

  • Led workshops to define unified messaging and a clear brand vision.

  • Conducted competitive analysis to identify key opportunities.

Planning and Design:

  • Developed a 9-month plan, managing internal and external resources.

  • Guided the design team in delivering content aligned with the new brand identity.

Implementation:

  • Created scalable design patterns reflecting precision and accuracy.

  • Delivered a 40-page brand identity book, brand site, and asset management system.

Collaboration:

  • Engaged 200+ stakeholders, ensuring broad support and successful adoption.

The Color Palette

#252A2E

#0E416C

#0063A3

#FBAD26 

The Impact

The brand refresh significantly improved customer and employee satisfaction, operational efficiency, and cost savings.

Customer and Employee Satisfaction:

  • 25% increase in customer satisfaction.

  • 40% boost in employee satisfaction.

Design Flexibility:

  • New logos enhanced UX team efficiency across mobile, tablet, and desktop designs.

  • Unified product portfolio, improving brand consistency.

Business Impact:

  • Secured a new font licensing agreement, saving $300K/year.

  • Streamlined processes, eliminating redundant projects and saving millions.

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The Challenge

Transforming Trimble: The Power of Cross-Functional Collaboration in a Pivotal Rebrand

We learned that scalable systems are essential for preserving brand consistency while adapting to various digital platforms. Most importantly, the project highlighted the significant business impact of a well-executed brand refresh, driving cost savings and boosting customer and employee satisfaction.

The Cast

Michelle Chessler, VP of Marketing
Tyler Barnard, Director, Creative Strategy
Erin Jones, Director, Brand
Christina Donegan, Project Manager

Trimble New Zealand, Brand Team
Brand Committee Members

…and the countless volunteers

Next

Built For Scale