Xima Brand
Transformation
Transformation
Over the course of two transformative years, I've taken Xima from a generic, identity-lacking brand to one with a distinct and memorable presence. Through a complete branding overhaul of Ximasoftware.com and the company itself, I've infused Xima with a unique voice and visual identity that resonates with our audience. This journey has been about more than just a fresh coat of paint—it's been about crafting a brand that truly reflects who we are and what we stand for.
No Consistency Across the Organization
When I joined Xima, I quickly noticed that there was no process for keeping a consistent brand across various channels. This was a major hurdle in bringing the brand into the 21st century.
I started by compiling all the common elements the brand was using. I didn’t want to start completely from scratch because there was a hint of a distinguishable brand; it just needed to be fleshed out. I took those elements, the brand colors, and the imagery being used and created three mood boards. Working with the executive team, we narrowed it down to a single vibe.
Over the course of the next year, I implemented the vision.
Easy to Digest Brand Guidelines
Xima has different teams including direct sales, channel sales, customer success and more. These teams all built their own presentations, documents, and even webpages.
I created an easy-to-use, web-based brand guideline that provides them the information to keep our brand on track. This has been heavily used as sales teams in our industry need to move quickly.
Materials and Creative
I worked dilligently ensuring every piece of content that goes out meets marketing standards. Over the course of my tenure, I've created well over 200 pieces of content ranging from webinar landing pages, sales playbooks, and brochures.
A New Era of Video
Xima is up against some of the biggest names in the telecom space, like RingCentral, Five9, and others, who dominate the top spots on Google search. To tackle this challenge, we needed a strategy that would boost our SEO and provide more valuable information to our customers.
I came up with a video strategy that leveraged our current sales activities as content, which helped cut down on video production time. On top of that, I was tasked with creating new explainer videos to serve as hero content on our website.
As the go-to person for video at Xima, I collaborated with voice actors and our executive team to produce high-quality videos that really showcase what we do.
You can view some of the big projects below.
Advertisements That Made an Impact
As a Creative Lead, part of my job was working with the Director of Marketing to spin up a new lead generating tool called 6sense. This allowed us to implement our strategy of Account-based Marketing. Through these efforts, we have generated over $1 million dollars in pipeline and have closed over $300k of that.
I was responsible for creating all the advertisements and performing the A/B tests to determine the best performing copy and designs. We did 3 iterations, raising our Click-through-rate (CTR) by over 2%.
Ximasoftware.com Transformed into a Lead Generating Tool
Transformed Xima's website from an informational platform into a lead-generating tool. Collaborated with the executive team to condense a $250,000 market study into an ideal customer profile (ICP). We then redesigned the site, content, and UX to target these ICPs.
This resulted in consistent monthly growth in leads, now generating over 100 qualified leads monthly, with an average deal size of $20,000+.