Situation: Talon.One, a leading SaaS loyalty and rewards platform, had a creative team but lacked the leadership needed to execute a brand refresh that matched its top position in the industry.

Task: Serve as fractional Creative Director to lead the refresh process from definition through execution and debut the new direction at the company’s annual customer conference.

Action: Assessed team capabilities, recommended additional copy and design resources, led brand definition workshops, created a refined visual style, and directed its rollout across all channels. Oversaw integration into presentations, marketing materials, and customer-facing touchpoints.

Result: Successfully launched a refreshed brand supported by a comprehensive brand guide and kit. Enabled company-wide adoption through an all-hands session and intranet hub. The rebrand was well received, contributed to higher conference attendance and +30% pipeline growth.