Jeffrey R Loibl

Business Challenge:
In 2024, Blue Yonder undertook a comprehensive enterprise brand transformation to strengthen market differentiation and align its brand with its position as a billion-dollar global supply chain technology leader. A full audit across all customer and revenue-impacting touchpoints—website, demand campaigns, sales enablement, events, and product marketing—revealed a fragmented brand system, with three competing visual and verbal directions diluting perception of innovation, scale, and leadership.

As VP, Global Brand & Creative, I led the end-to-end brand transformation, setting the strategic vision, defining success metrics, and serving as executive sponsor across marketing, product, sales, and executive leadership. Operating within focused budget parameters, I personally led the global agency RFP—interviewing 12 agencies, advancing six finalists, and ultimately selecting R/GA as our strategic creative partner based on enterprise experience, systems thinking, and scalability.

Brand Strategy & Creative Development:

• A redefined enterprise brand narrative grounded in customer impact and business outcomse

• Clear articulation of industry and product differentiation

• A unified brand story positioning Blue Yonder as a category-defining, mission-critical platform

This strategy became the foundation for a new global brand system, including visual identity, tone of voice, copy framework, brand manifesto, and enterprise tagline—designed to scale across Field marketing and demand-gen, product marketing, sales enablement, and corporate communications.

Execution at Enterprise Scale
Partnering with R/GA’s production teams and leading our internal global creative organization, I oversaw one of the largest rebrands in company history, delivering:

• Transformation of 900+ global assets in under 9 months

• Standardized brand systems deployed across regions, business units, and acquired brands

• Governance and toolkits enabling speed, consistency, and long-term scalability

In parallel, I co-led the full redesign of BlueYonder.com, partnering with a third-party web agency to deliver a modern, enterprise-grade digital experience that elevated brand perception, improved storytelling, and aligned UX with buyer expectations.

Impact

• Unified Blue Yonder’s brand across all global touchpoints

• Elevated enterprise credibility with customers, partners, and analysts

• Created a scalable brand system supporting growth, acquisitions, and demand programs

• Modernized creative operations to deliver speed and consistency at scale