Omar Barraza
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Branding | Merger Rebranding




Branding - Merger Rebranding - learn more at www.omarbarraza.com
New Consolidated Brand
USIS and HireRight logo - learn more at www.omarbarraza.com
Original Competing Brands

New Brand Complements Strengths

CHALLENGE: Conflicting brands due to a merger
Mergers and acquisitions create friction as organizations work to migrate customers to one or more different brands. When the change is very substantial, organizations may choose to evolve surviving brands or replace them with new ones. HireRight faces this scenario when they were simultaneously acquired and merged with USIS, a competitor with a different market focus, to create a larger organization. This created an ideal opportunity to execute a long overdue rebranding. As a core member of the brand team, I was directly involved in guiding the resulting new logo plus developing new brand promises, messaging, and positioning. My work also involved the editing and publishing of hundreds of rebranded marketing collateral and sales tools, plus writing customers communications. 

All Stories: 
  • New Brand Complements Strengths
  • Reports Change Focus to Customers
  • Industry Guides Define Standards
  • More than 75,000 Google Results
  • Campaigns Convert Contacts to Leads
  • Online Campaigns Activate Partners
  • Hierarchical System Facilitates Sales
  • Customers Gain Direct Access to Experts
  • Acceptance by Industry Influencers
  • 10x Improvement in Attendance
WELCOME
SUCCESS STORIES
  • New Brand Complements Strengths
  • Reports Change Focus to Customers
  • Industry Guides Define Standards
  • More than 75,000 Google Results
  • Campaigns Convert Contacts to Leads
  • Online Campaigns Activate Partners
  • Hierarchical System Facilitates Sales
  • Customers Gain Direct Access to Experts
  • Acceptance by Industry Influencers
  • 10x Improvement in Attendance
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