Rebranding at Scale: How Structure Powered a Bold New Identity

CASE STUDY

Rebranding at Scale: How Structure Powered A Bold New Identity

HIGHLIGHTS

Delivered a large-scale digital rebrand across six lines of business in under 48 hours.

Coordinated over 50 digital property releases across six business lines within a 48-hour window, achieving a flawless execution.

Established a multi-tiered governance structure to align executives, leadership, and delivery teams.

Successfully updated the visual identity on all in-scope digital properties.

Maintained performance baselines and issue resolution tracking throughout the release cycle.

The Challenge: Rebranding at Scale Under a Compressed Timeline

As part of a multi-year transformation, the organization sought to launch a new visual identity aligned with its evolving mission and vision. With a target launch date coinciding with a major national sales conference, the pressure was on to update dozens of digital assets across multiple business units in just 48 hours, without disrupting customer experience or compromising quality.

The Goal: Launch a refreshed visual identity across key digital properties during the national sales conference.

5280 PMO was brought in to:

Manage Complexity Across the Enterprise

Coordinate the rebranding effort across six distinct lines of business.

Ensure Governance and Alignment

Keep executive, leadership, and working teams informed and aligned through each phase. Stakeholders included executive leadership from all six lines of business.

Meet a Non-Negotiable Deadline

Execute over 50 successful releases within a tightly controlled window.

Adhere to SDLC Protocols

Ensure all updates followed standard development, approval, and deployment lifecycles.

“The program exceeded expectations of what’s possible in a large-scale rebrand launch.”

Tyler Lie, Program Manager
5280 PMO

The Approach: Governance, Agility, and Operational Discipline

5280 PMO implemented a robust governance framework to manage execution at scale:

Established a multi-layered governance structure:

Executive SteerCo Meetings (Monthly): Aligned program progress and decisions with C-suite priorities.
Bi-Weekly Program Governance: Connected L2 leaders to manage risks, issues, and change controls.
LOB-Level Governance (Weekly): Allowed each line of business to manage tactical execution.
Scrum of Scrums (Weekly): Synchronized PMs and the overall Program Manager to track dependencies and deliverables.

Each line of business had a dedicated PM responsible for developing and executing a tailored project plan, all converging on the launch date.

A centralized RAID log and change control process ensured visibility and accountability.

Execution & Challenges:Transforming a Brand in Real Time

Coordinated Releases and Agile Response

Managed coordination of 50+ digital property releases across six LOBs within 48 hours.
Implemented daily standups with Change, Release, Deployment, and Vulnerability teams to track issues and resolve quickly.
Final week: Daily stakeholder syncs to ensure branding approvals and performance baselines.
Performance Baselines Captured: Ensured systems were monitored for pre- and post-launch comparison.

Results: A Cohesive Digital Brand Launched with Precision

50+ Digital Properties Rebranded: All in-scope websites and tools were successfully updated.
Zero Major Issues Post-Launch:Thanks to early planning and rigorous testing.
Visual Identity Live at Sales Conference: A high-visibility moment executed flawlessly.
Documentation & Proof: Captured screenshots of each updated property to validate and archive results.

Lessons Learned & Lasting Impact

5280 PMO’s execution not only exceeded expectations but also set a new standard for what’s possible in high-stakes rebranding initiatives.

A Bold New Identity in 48 Hours

This rebrand initiative was more than a visual refresh—it was a bold statement of transformation, delivered with speed, precision, and cross-functional excellence.

By combining rigorous governance, agile execution, and deep collaboration, 5280 PMO helped elevate the brand experience across all digital touchpoints.

Ready to redefine what’s possible in your next rebrand or digital transformation? Connect with us to learn how we can help, or explore more success stories on our Case Studies page.