Streamlining Pattern’s portfolio as a platform for growth
As the world's leading e-commerce accelerator and Amazon 3P, Pattern became a billion-dollar business in only a few years. With a suite of e-commerce capabilities and global development, Pattern expanded its total addressable market.
Challenge: Due to its rapid growth, Pattern acquired more than several brands, business entities, and products, making it increasingly difficult for the company to clearly articulate its offerings without diluting the value of its core product and its benefits.
It was time for Pattern to reassess its brands and products and explore ways to simplify and streamline its portfolio into a simple brand architecture that could rationalize its offerings to the e-commerce equation—their IP, clearly communicate Pattern’s value proposition, reflect its core values, and effectively protect its assets.
Process: I led the strategic rebrand process from discovery to execution. I lead the research with our working team, conducting over a dozen stakeholder interviews and facilitating workshops with critical decision-makers. After several weeks of discovery, ideation, and working sessions, we reframed Pattern’s portfolio model and revised its foundational messaging to support its growth.
Result: Pattern announced its rebrand, showcasing its new platform solution as the end-to-end e-commerce acceleration platform backed by trillions of data points and a unique partnership model. The new brand architecture enabled the development of a unified product naming convention, empowering the company's marketing and sales teams with a cohesive approach to brand and product marketing. It launched its new website at Accelerate 2024, its annual conference.
Role: Lead Strategist, VP Strategy at Enlisted
Scope
Stakeholder interviews & workshop facilitation
Corporate brand positioning
Brand strategy & foundational messaging
Portfolio brand architecture
Product strategy, naming & messaging
Timing: 12 weeks
