Streamlining Pattern’s portfolio to match its vision for scale

Pattern is a leading global e-commerce accelerator based in the U.S. that has expanded with a suite of e-commerce capabilities, global development solutions, and customers.

Challenge: In its rapid growth, Pattern acquired more than several brands, business entities, and products, making it increasingly complex for the company to articulate its offerings without diluting the value of its core product and its benefits—and just as confusing for Pattern’s customers.

As a strategic partner and consultant, I was brought on to reassess their portfolio and explore ways to simplify and streamline their offerings into a differentiated and robust solution for brands ready to accelerate their ecommerce growth.

Process: I led the strategic rebrand process from discovery to execution, conducting over a dozen stakeholder interviews, auditing the competitive market, and facilitating workshops with critical decision-makers to understand the core business, its products and acquisitions, and the value of consolidating under a branded house. After several weeks of discovery, ideation, and working sessions, we reframed Pattern’s portfolio model using a simple literal naming convention across their verticals. I then collaborated with the marketing team and creative copywriters to develop impactful messaging and content that could resonate with all audiences.

After facilitating collaboration amongst the marketing and creative teams, and executive leadership, we brought the strategy to life across their product marketing materials and website.

Result: Pattern announced its rebrand as “an ecommerce acceleration platform built to take your brand to new customers, new markets, and new heights.” The revised brand architecture and positioning enabled the development of a unified product naming convention, empowering the company's marketing and sales teams with a new and inspired approach to their marketing. The company launched its new look and platform on its website in time for Accelerate 2024, its annual conference.

Role: Lead Strategist, VP Strategy at Enlisted

Timing:

  • Phase 1 Brand Strategy: 12 weeks

  • Phase 2 Product Marketing & Web Strategy: 8 weeks

Scope

  • Stakeholder interviews & workshop facilitation

  • Corporate brand positioning 

  • Brand strategy & foundational messaging

  • Portfolio brand architecture

  • Product strategy, naming & messaging

  • Website UX & messaging

PROCESS GALLERY