The Challenge
Web for Enterprise" (a division of web.com) a digital marketing agency specializing in multi-location and networked businesses, faced a critical turning point after being acquired by Constellation Software. The acquisition presented an opportunity to expand beyond their traditional stronghold in healthcare networks, fitness, and professional sports, into new sectors like real estate.
The challenge was multifaceted: the brand needed to be reimagined into a standalone entity that would resonate across diverse verticals, from healthcare to real estate, while maintaining a cohesive identity. Additionally, the rebrand had to be executed rapidly to align with the strategic goals of the acquisition, without sacrificing quality or depth.
The Solution
As the Brand Creative Director, Vic Beazzo led a dynamic rebranding process that involved close collaboration with the C-suite and extensive use of design thinking methodologies. The process was completed in under 90 days, from initial ideation to final execution, showcasing a blend of creativity, strategic insight, and rapid iteration.
This swift yet thorough effort included creating a new company name—"Enspire for Enterprise"—and developing a modern visual identity that aligned with the company’s expansion into new markets.
The rebrand yielded a cohesive brand presence across all platforms, with comprehensive brand guidelines covering visual standards, tone of voice, and positioning statements. The outcome was a full suite of marketing materials, including a redesigned website, branded sales decks, email signatures, newsletter templates, and innovative digital ad campaigns, all designed to position Enspire as a leader in multi-location business marketing.
The Process
Collaboration and Stakeholder Engagement
Throughout the rebranding process, Vic worked closely with Enspire’s leadership and key stakeholders to ensure that the new brand aligned with the company’s strategic goals.
Rebranding Design Sprints
The team engaged in a structured naming process that included brand personality brand positioning workshops, competitive analysis workshops, and silent ideation sessions followed by dot-voting exercises. This was then complemented by brandname multi-variant testing with customers and employees, to ensure the chosen name resonated with the target audience. The result was the name "Enspire for Enterprise," selected for its ability to convey inspiration and empowerment across industries.
Logo Design
The logo design process involved multiple rounds of creative exploration, including mood board development and collaborative critiques, leading to a final design that was modern, versatile, and adaptable across all digital and print platforms. This collaborative approach extended to client consultations, allowing feedback to be incorporated into the final brand identity.
Website Design
Using an agile development process, Vic directed an in-house team of UX designers, copywriters, and developers to create a new Enspire for Enterprise website. The team conducted a strategic content audit of the previous site and used card-sorting exercises to refine the information architecture, ensuring intuitive navigation and optimal user experience.
The content strategy highlighted Enspire’s expertise in managing large-scale digital campaigns across various industries, with a strong focus on customer service as a key differentiator. Detailed case studies were created to reinforce the company’s market leadership and commitment to excellence through compelling storytelling.
The result was a visually appealing and strategically structured website that clearly communicated Enspire for Enterprise’s leadership in the industry.
Branding
A comprehensive range of materials was developed to support the rebrand. Vic worked closely with his creative team to create extensive brand guidelines that covered visual standards, tone of voice, corporate values, and positioning statements. These guidelines were essential for ensuring brand consistency across all channels, from digital platforms to print materials, and provided clear instructions for internal teams to facilitate a smooth and unified rollout of the new brand. Additional collateral for the brand launch included blog posts, case studies, customizable presentation deck templates, product sell sheets, client onboarding guides, and more.
Impact
The creation of Enspire for Enterprise’s brand from scratch resulted in a cohesive and modern identity that resonated across multiple industries. The new brand identity strengthened Enspire’s market position, enabling expansion into new sectors like real estate while reinforcing its expertise in existing markets such as healthcare and fitness.
-
Strategic Execution: The brand development process was completed efficiently, demonstrating Vic’s ability to deliver high-quality outcomes within a tight timeline.
-
Positive Reception: The new brand identity was well-received by both leadership and clients, with successful feedback from multivariant testing and customer input.
-
Market Leadership: The rebrand positioned Enspire for Enterprise as a comprehensive, client-focused leader in multi-location business marketing, supporting continued growth and success across diverse industries.
I’ve had the pleasure of working with Victor on several projects and have been impressed by his range and energy. He consistently delivers well above expectations – in his strategic thinking, as well as in his delivery of spot-on creative.
Kitt Hancock
President & Senior Partner DaynerHall Marketing & Advertising
Victor is an excellent creative leader. His has an impressive ability to translate clients' vision and goals into compelling creative. Equally important, Victor has a full understanding of web design and development and how to deliver value. Victor is effective at collaborating across functions and leading teams. He uses these skills to get good work done on time and in a cost effective manner. If I had a good-fit opportunity, I would welcome him as a member of my team.
Jay Gast
President, Perrill Agency
Victor is a skilled, creative leader with an ability to understand branding and business goals and then translate that understanding to compelling visuals, smooth customer experiences, and marketing pieces in a variety of media. Along with that, he's uniquely qualified to lead large groups of creatives -- writers, developers, designers to develop tailored solutions that just work.
Chris Day
Vice President, Fulfillment, Newfold
Victor is an amazing Creative Director. To see his vision for a marketing campaign or a brand come to life is exciting. In addition to the skill of capturing a brand's personality, Victor is an organized and positive leader who effectively manages designers and developers to maximize the team's creative output.
Chief Marketing Officer, First Federal Bank
As a person who hires creative teams, you hope for things like Victor exemplified in the years I have known him. Hard working? Check. Takes ownership? Check. Inspires his team, pushes them and himself to new degrees, and fights for a respectful and productive working environment for his team? Check, check, and check. I was very privileged to have the opportunity to work with such an artistic powerhouse.
Director of Digital Products, AAA
