Relaunching a Sodexo purhcasing division for global growth

My Oversight

Full Rebranding

Advertising & Content

Website & Video

Sodexo’s hospitality GPO division, Entegra, needed a top-to-bottom relaunch — including a new brand, website, advertising strategy, and content pipeline. The company was gearing up for an expansion into both new territories and software offerings, but a majority of prospects didn't even know what a GPO was. My team was tasked with aligning the brand across complex internal structures and launching Entegra’s first major outbound campaign — all during the COVID-19 pandemic.

New beginnings

As Creative Director, I led the development of a comprehensive brand centered on optimism and expertise. I crafted a new positioning framework, leading into a new logo and design system — and extended it into a full website redesign, launch campaign, and employee tactics. We delivered brand guidelines, messaging for both brand and segment-level communications, and an identity system spanning logo, color, type, iconography, and tone. The new website created clarity and structure. And campaign concepts supported both digital and social advertising, with sales enablement materials bringing the brand into real-world conversations. Internally, we crafted employee launch materials and a bilingual brand video. To keep momentum going, we also created a full content and advertising plan for three core verticals — ultimately powering Entegra growth through COVID... and beyond.

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next project

Launching a gear drive manufacturer into six new industries

Philadelphia Gear was a huge name in the power and plant sectors — but needed big credibility in other markets. With bold language, claims, and imagery, I helped Philly Gear enter six sectors with massively multiplied impressions and leads.

Multimarket Positioning

Advertising Campaigns

Evolving Visual ID