Cohesity: Brand Refresh
A NEW BEGINNING
In late 2024, Cohesity’s acquisition of Veritas Technologies marked the creation of a new global leader in enterprise data protection. The challenge, to unify two distinct brands into one cohesive identity. With an internal Day 1 already on the calendar, the countdown was on to launch a refreshed Cohesity brand, clearly, consistently, and across every touchpoint.
Develop a Cohesive Brand Identity
Establish Scalable System
Be Big, Bold, & Ownable
RED LIGHT, GREEN LIGHT!
Amid a newly combined creative team, I was tapped to lead the development of the new visual identity, defining the look and feel, color palette, photography style, and executional standards for rollout. Technically speaking, building the car while we were already speeding down the freeway. Leading with the new brand positioning, every decision filtered through a simple lens: make it Ownable, make it Bigger, Bolder, and lean into Green.
ROLL:
Creative Direction, Art Direction and Brand Oversight
Hey World.
To set the tone for the refreshed brand, I produced a high-impact, high-attitude launch video, one of the first creative assets to debut the new visual direction. Designed to make a bold first impression, it premiered at AWS and served as a flagship expression of the brand’s new energy and voice.
For the merge announcement, we made an immediate media splash with a bold full-page print ad, repurposed widely across social channels and integrated into both live and virtual events. Continuing over the following 30 days, we rolled out a steady stream of social content to build awareness and drive engagement. At the same time, we were producing a broader suite of brand assets, reflecting the updated visual identity, from the new color palette and typography to core design elements used across every touchpoint.
To bring the brand to life in the real world, I focused on building an unmistakable visual presence, something that clearly signaled: Cohesity is here. For RSAC, that meant taking over the streets with a fleet of bright green cars and buses, making the brand impossible to miss. I carried that same energy into global events like LEAP, with bold, high-impact booth visibility that cut through the noise. The vibrant green wasn’t just a color, it established the beacon of our renewed presence and brand direction.
