When trafficpoint rebranded to ryze beyond, I worked alongside the branding agency leading the project, consulted on every decision, with my own focus on language and messaging instead of visual identity.

I created a formal tone of voice document setting out how the new brand should sound across every touchpoint, and briefed other teams, including sales and social, on how to use it consistently. Part of the job was finding language that worked across every level of the company, from the website down to internal culture. I wrote new slogans for employees to use on their LinkedIn banners, including “let’s get straight to the point” and “together we ryze,” giving the team a way to carry the new brand into their own networks instead of leaving it as something that only lived on the company page.

How I worked:
Consulting on the rebrand: Worked alongside the branding agency through the rebrand process, weighing in on naming and positioning decisions while focusing my own work on language and tone.

Writing the tone of voice guide: Created a formal documented guide defining how ryze should sound, used as the reference point for anyone writing on behalf of the brand.

Briefing other teams: Ran through the new voice and messaging with sales and social teams, so the rebrand showed up consistently everywhere, not just in content I wrote myself.

Bringing employees into the brand: Wrote slogans for staff LinkedIn banners, turning the rebrand into something the whole team could visibly carry into their own networks.