Sitetracker Rebrand

Overview

Led Sitetracker’s full rebrand from kickoff to launch in three months as Head of Product Design. Ran a one-week internal sprint (me + one designer) to explore 20+ logo directions, then partnered with an agency to roll out new logo, visual system, and site, reflecting our shift from telecom-only to end-to-end infrastructure management.

Challenge & Goal

• Legacy identity tied to telecom tracking no longer fit our expanded site, asset, and project platform.
• Series C maturity exposed a gap between market perception and our growing capabilities.
• For the first time, we had the internal design muscle to own the rebrand end-to-end.
• Stakeholders demanded high-impact quality on a three-month schedule.

Approach & Leadership

• Formed a rebrand task force: co-founder, VP Marketing, agency lead, and our two-person design pod.
• Led mission, voice, and tone workshops with execs and marketing before sketching.
• Hosted remote brainstorms and keyword sessions. Sketched in notebooks, refined in Figma, pitched with Slides.
• Time-boxed a one-week sprint, generated and vetted 20+ logo directions, surfaced two fast contenders that drove agency innovation.

Solution & Impact

• Delivered logo, style guide, and website—positioning Sitetracker as an industry standard.
• Internal explorations raised the bar on agency output, cutting collateral turnaround by half.
• Unified brand voice across web, decks, and marketing—drove a 3× lift in enterprise MQLs and stronger stakeholder confidence ahead of vertical expansion.

Strategic Insight

Embedding design leadership into our strategic roadmap transformed Sitetracker’s identity, future-proofing brand equity for the next phase of growth.