Webex Rebrand
Reimagining the visual identity of a global communication platform.
Year
2021
Client
Cisco
Sector
Technology / B2B SaaS
Discipline
Brand Implementation
Visual Systems
Production Design
Template Development
Presentation Design
Role
Production Designer (Pre-launch)
Visual Designer (Post-launch)
Partners
AKQA
Project Team
Webex Creative Studio
Koray Ekremoglu
Irene Huang
Colin Kent
Lily Liu
Tony Nguyen
Mikhail Williams
Overview
In a competitive market for virtual collaboration, Webex partnered with AKQA to revamp its brand identity—introducing a bold, expressive system designed to reflect a more human, modern approach to hybrid work. I joined the Webex Creative Studio in the final months leading up to launch and stayed on post-launch to support the system’s rollout and internal evolution.
Challenges
The refreshed identity had to launch on an accelerated timeline and scale across thousands of assets—marketing, product, events, and internal comms. The system, while thoughtfully designed by AKQA, required real-world translation into tools, templates, and components that internal teams could use without design oversight.
All of this was done remotely, requiring deep collaboration across time zones with agency partners and internal stakeholders.
Strategy
A system built to flex
The new identity was anchored in four principles: seamless, vibrant, focused, and personalized. It used bold shapes, expressive color, and high-contrast layouts to communicate clarity and connection.
But beyond aesthetics, the system needed to function. It had to adapt across platforms, be easy for non-designers to use, and maintain cohesion across geographies and teams. This balance of expressive and practical was what made the system so effective—and so challenging to implement well.
Pre-launch (Production Designer):
In the lead-up to launch, I adapted the new identity across high-volume, brand-critical assets. I updated UI mockups in lifestyle imagery, created eBooks and infographics using AKQA-designed templates, designed merchandise for the Webex store, produced email headers, and worked on internal presentation slides. This phase focused on precise, consistent application of the new system across channels, balancing brand fidelity with fast execution.
My Contributions
Post-launch (Visual Designer):
After launch, I shifted into a more strategic design role focused on evolving and operationalizing the system. I refreshed our social media templates, created storyboards for evergreen demand gen videos, designed logos for internal projects, and trained teams on how to use Figma templates. I also wrote documentation to guide adoption of the refreshed social toolkit—ensuring flexibility and consistency across ongoing, cross-functional campaigns.
Results
3.7k
System assets created
200+
Brand guideline pages
100%
Remote with the Webex app
Reflections
This project taught me the value of blending agency vision with internal execution. It sharpened my ability to work within a system—while also building upon it. Transitioning from production to visual design gave me the chance to grow beyond execution and contribute to evolving the brand in meaningful, strategic ways.
This project pushed me to grow beyond execution—blending precision with adaptability to support a living, evolving brand.
It also deepened my appreciation for strong cross-functional collaboration, especially when working remotely at scale. I left this project with a stronger foundation in systems thinking, brand stewardship, and high-volume design under pressure.