Each logo update and rebrand requires hundreds of creative touchpoints from websites, collateral, business cards, email signatures and much more, all need to be redone, reworked, and reissued.
Throughout Rakuten Advertising’s expansion and evolution, it was critical to provide the creative tools and resources along with continual communication to existing business units and acquired companies to escalate company-wide brand adoption.
Blending the responsibility of integrating multiple acquired companies with evolving our existing brand was a multifaceted challenge that I navigated by fostering open communication, respecting legacy identities, and aligning new elements with our core values. By actively involving employees in the rebranding process, providing support, and celebrating milestones, I facilitated a smooth transition that balanced legacy affinity with the strategic growth of our unified brand, ensuring cohesive market positioning and enhanced organizational culture.
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APPLICATIONS:
PARTNERS:
SKILLS:
Creative Direction · Brand Strategy · Adobe Creative Suite · Creative Strategy · Project Management · Branding & Identity · PowerPoint · UX/UI · Digital Asset Management · Communication
In 2005 Rakuten (Japan) acquired US-based Affiliate Marketing company LinkShare.
In 2007, Rakuten LinkShare acquired TrafficStrategies to add Paid Search services and technology.
In 2010, there were more than 12 different collateral templates, inconsistent logo and logo color usage that all needed to be coordinated.
In 2005 Rakuten (Japan) acquired US-based Affiliate Marketing company LinkShare. In 2007, Rakuten LinkShare acquired TrafficStrategies to add Paid Search services and technology.
Rakuten LinkShare begins to acquire businesses to broaden their service offerings and incorporate more sophisticated technology on a global scale. Each company is brought into the Rakuten LinkShare business strategy evolves within a complex corporate ecosystem.
Rakuten LinkShare rebrands to Rakuten Marketing and rebrands their business units totalling six logos – migrating from a house of brands to a branded house.
Rakuten Marketing continues its brand migration to changing the business unit names to align with the service they provide. This was integral in developing an omnichannel marketing solution strategy.
Rakuten Marketing aligns with the corporate restructuring and logo update by dropping the service logos to unify under a single brand.
Rakuten’s corporate strategy receives a complete rebrand as global sports partnerships emerge with FC Barcelona and the Golden State Warriors. As a result, Rakuten Marketing rebrands to align.
Rakuten Marketing rebrands to Rakuten Advertising and overhauls its creative identity.
