Jeffrey R Loibl

Strategic direction:
In 2024, Blue Yonder launched a comprehensive brand transformation to unify our visual and verbal identity, strengthen our market differentiation, and reflect our position as a billion-dollar power player.

A full brand audit across all touchpoints—from our website to campaigns and sales materials—had revealed a fragmented presence, with three competing visual and tonal directions fracturing how our innovation and leadership were perceived.

Working within limitied yet focused budget parameters, I personally led the RFP process—interviewing 12 agencies, narrowing to six finalists, and ultimately selecting R/GA as our creative partner.

Together, we initiated a complete rebrand from the ground up, starting with a redefined core narrative, clarified industry differentiators, and a brand story that highlights our technology’s impact through the customer lens. This narrative became the foundation for a new design system, brand manifesto, tone of voice, copy framework, and tagline.

Partnering with R/GA’s production arm and our internal teams, we then executed one of the largest rebrands in company history, transforming over 900 assets in just 9 months time. We also partnered with another third-party to overhaul BlueYonder.com into a contemporary website that acheives the elevated brand experience expected of it.

Channel: Enterprise-wide overhaul of brand
Role: VP, Brand & Creative