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.

2DA had the tools and technology to deliver deep insights, but their brand wasn’t cutting through with the resource giants they aimed to serve. Their offering was complex, their value hard to articulate, and their presence too subtle for an industry that moves at scale and speed.

Reframe the brand in a way that resonates deeply with decision-makers in mining, energy, and other resource-heavy sectors showcasing the clarity, timeliness, and business value of 2DA’s data offering.

Our solution was a new brand strategy anchored by the proposition: “Powerful Knowledge Now.”

This positioning captured three key ideas:

• All knowledge is powerful but not all of it matters in the moment.
  
  
• Timing is everything: in high-stakes environments, delayed data is missed opportunity.
  
  
• 2DA delivers clarity, now: surfacing what matters, when it matters.
  
  

We built messaging frameworks and brand language around this idea, helping 2DA communicate not just what they do, but why it matters.

• A bold, direct brand that resonated with high-value, time-poor clients
  
  
• Messaging that simplified complex offerings without dumbing them down
  
  
• Clearer sales narratives and collateral aligned with enterprise expectations
  
  
• Stronger market traction and visibility within the resource sector

Great strategy doesn’t just define a brand, it defines how others feel about it. For 2DA, we didn’t just clarify the message. We created urgency, relevance, and trust in a world where the right data at the wrong time is as bad as no data at all.