Rebranding Outfit for Enterprise Growth and Acquisition

Outfit had a powerful platform and a growing roster of enterprise clients, but the brand wasn't telling that story. The visual identity, messaging, and overall market presence didn’t reflect the scale or sophistication needed to attract large-scale clients—particularly in the US market.

Reposition Outfit as a global leader in brand automation, capable of servicing top-tier enterprise clients. This meant overhauling the brand to appear more mature, people-driven, and strategically valuable, ultimately supporting international growth and acquisition ambitions.

As Head of Marketing, I led the strategic rebrand, guided by a simple but powerful new proposition: “Build Brands Better.”

Key initiatives included:

• Complete brand overhaul - new positioning, voice, and visual identity

• Website rebuild - refocused content, UX, and design aligned with enterprise needs

• Communications refresh - sales decks, product messaging, and campaign assets

• Internal brand engagement - ensuring the brand felt lived-in across the team, not just externally projected

We brought more people into the brand, elevating the human impact of brand automation, while amplifying our enterprise credibility.

• A brand ready to scale globally and win enterprise business

• A sharp rise in inbound interest from large organisations and agencies

• Strengthened market perception and internal alignment

• Acquisition by Smartsheet in September 2022

This project is a strong example of how brand strategy is more than aesthetics, it’s business-critical. The right positioning unlocks new markets, aligns internal teams, and attracts the kind of attention that leads to big exits.