Syncro: Reintroducing a brand for the future of IT
Syncro is an all-in-one platform built for Managed Service Providers, IT professionals managing complex, multi-client environments. As the product matured, the brand needed to match. Not just visually, but structurally.
The rebrand was a company-wide initiative. An external creative agency was brought in to develop the new identity, led by the VP and Creative Director. As the person who owned Syncro's existing web presence, I was embedded in 80% of agency calls, providing institutional knowledge on how the current site functioned, where it had constraints, and how the new identity would need to flex across a 100+ page WordPress environment.
When the agency's work was done, the work shifted to me.
Process & Challenge
The handoff from rebrand agency to internal team is where most brand systems break. My job was to make sure that didn't happen.
I led the implementation of the new design system across 100+ pages, adapting content in WordPress, developing repeatable page patterns, and managing the external web development agency to ensure the site was visually aligned, technically sound, and easy to maintain going forward. I supported internal teams through the transition, providing hands-on guidance to help them navigate the updated system and work more independently within it.
The launch was coordinated across every channel simultaneously: website, product, internal platforms, and marketing, all going live at once.
BRAND OPERATIONS
Since launch, I've owned Syncro's full brand production pipeline: paid and organic campaigns across social, display, and email; tradeshow booth design, swag, and event materials; blog imagery, ebook covers, and resource graphics built to the design system; and ongoing technical maintenance including site speed, SEO, broken links, and web agency coordination.
One significant shift in how I work: every piece of "photography" and custom illustration in Syncro's visual library is AI-generated. Using Midjourney, I build ad backgrounds, blog images, campaign assets, Zoom environments, and swag graphics with visual quality that matches what a photo shoot would produce, at a fraction of the time and cost. I'm currently building automated pipelines to scale image production further for high-volume content needs.
I'm also using AI to assist with technical web management in a controlled, intentional way, and continuing to build the processes that make brand operations at this volume sustainable.
Approach
The handoff from rebrand agency to internal team is where most brand systems break. My job was to make sure that didn't happen.
I led the implementation of the new design system across 100+ pages, adapting content in WordPress, developing repeatable page patterns, and managing the external web development agency to ensure the site was visually aligned, technically sound, and easy to maintain going forward. I supported internal teams through the transition, providing hands-on guidance to help them navigate the updated system and work more independently within it.
The launch was coordinated across every channel simultaneously: website, product, internal platforms, and marketing, all going live at once.
BRAND OPERATIONS
Since launch, I've owned Syncro's full brand production pipeline: paid and organic campaigns across social, display, and email; tradeshow booth design, swag, and event materials; blog imagery, ebook covers, and resource graphics built to the design system; and ongoing technical maintenance including site speed, SEO, broken links, and web agency coordination.
One significant shift in how I work: every piece of "photography" and custom illustration in Syncro's visual library is AI-generated. Using Midjourney, I build ad backgrounds, blog images, campaign assets, Zoom environments, and swag graphics with visual quality that matches what a photo shoot would produce, at a fraction of the time and cost. I'm currently building automated pipelines to scale image production further for high-volume content needs.
I'm also using AI to assist with technical web management in a controlled, intentional way, and continuing to build the processes that make brand operations at this volume sustainable.
Campaign
Content & Blog
Events & Community
Sales
Final Deliverables
Outcome
The rebrand gave Syncro a cohesive, forward-facing presence that could hold as the product and company evolved. More importantly, the systems built during and after launch meant the brand didn't stall the moment the agency left.
The restructured site helped new users navigate faster, find resources, and book demos. Booth materials became a standout at events. And internally, the creative and marketing teams now operate from systems that are easier to maintain, scale, and evolve, freeing up capacity for work that actually moves the business forward.