project type: rebrand.
my role: sr. global brand manager.
UST
Repositioning a digital transformation solutions company as a global leader in the technology consulting space.
team. in partnership with Siegel+Gale
awards. red dot award, brand design relaunch, 2021
fast company, best workplaces for innovators 2022
story. UST, a $2B tech giant, had long flown under the radar despite its global scale. The company needed to evolve from a quiet, engineering-led brand into one with cultural relevance and visibility.
approach. As part of UST’s brand team, I led the rollout of a global rebrand across 30+ countries — revamping positioning, identity, messaging, and content strategy. From a new brand platform and digital experience to global campaigns and social growth, the rebrand repositioned UST as a leader in digital transformation and embedded the brand into conversations far beyond tech.
Our Brand Story.
We’ve always believed in the power of technology to engineer a better future. Born digital, we guide the world’s best companies through their toughest business challenges. Walk side by side with our clients to earn their trust. And chart the smartest and fastest path toward a more sustainable tomorrow. With humility, humanity, and integrity, we set out on this journey together. By digging below the surface, we uncover the root of key problems—obstacles that stand in the way of bringing bigger ideas to life. We then reach into our toolbox to find—or create—the right solution for our clients: one that embeds innovation and agility into everything they do so that they can break new ground. Become resilient. And thrive. When you work with us, you’ll create a positive ripple effect that reaches far and wide. Because we not only transform businesses—we transform the lives of the people they touch. And together, we build for boundless impact.
Our Boilerplate.
For more than 22 years, UST has worked side by side with the world’s best companies to make a real impact through transformation. Powered by technology, inspired by people, and led by our purpose, we partner with our clients from design to operation. Through our nimble approach, we identify their core challenges and craft disruptive solutions that bring their vision to life. With deep domain expertise and a future-proof philosophy, we embed innovation and agility into our clients’ organizations, delivering measurable value and lasting change across industries and around the world.
Together with over 30,000 employees in 30+ countries, we build for boundless impact, touching billions of lives in the process.