When I joined AtTask — a SaaS agile project management company that would eventually become Workfront — my first role was building out core brand guidelines, templates, and assets. The company's pivot began as a happy accident when a marketing lead stumbled onto our site looking for a project management tool for marketers, despite AtTask being squarely focused on IT teams at the time.

Over four months, my creative director and I worked alongside sales engineers to test new UX/UI concepts and product positioning, with our own design and marketing teams serving as the initial guinea pigs. By 2016, a new CMO had formalized the shift toward a MarComm and creative-focused SaaS platform — but the AtTask name and brand no longer fit. Through a combination of employee surveys, general population surveys, and collaboration with an external agency, "Workfront" emerged as the winning name, evoking both the forefront of the modern workday and a leadership position in the industry.

I contributed to the new mark, brand manual, internal templates, collateral, website redesign, social presence, and trade show materials — a full-scale rebrand that gave the company a strong, confident identity to match its new direction. After more than eight years struggling to gain traction in the IT project management space, Workfront found its footing and was ultimately acquired by Adobe.