ANA DIEZ
Citrix rebrand
Bring the new brand to life in a fresh, innovative way.
We faced the challenge of translating a large-scale rebranding initiative into consistent, accessible, and user-friendly digital experiences across all platforms, while also building an enterprise design system that reflected the new brand elements.
Defining the problem
The initiative began without a clear roadmap, defined ownership, or adequate resources, yet needed to be delivered within an ambitious 8-month timeline.
Building the digital brand foundation
To address our challenge, I rapidly assessed resource needs and expanded the team by hiring four designers in just two weeks. I drove collaboration across brand, marketing, product, and development teams to create digital brand guidelines, align UI patterns with the new identity, and embed accessibility and consistency across all channels. Through creative direction and coordinated workflows, I ensured the rollout met both brand standards and usability best practices.
The digital rollout brought our new brand to life with clarity and consistency. The design system the team built became the foundation for how customers now experience Citrix.
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In parallel with the rollout, I led the built of our enterprise design system to translate the new brand into scalable digital components and patterns. We documented design best practices and established digital brand guidelines, building a foundation that not only streamlined design and development workflows but also empowered teams company-wide to apply the new brand with confidence and precision.
We successfully launched the new brand across all digital platforms on time, delivering a cohesive rollout that leadership recognized as a major cross-functional success under tight constraints. In total, we updated 37,162 pages across 27 global sites with a refreshed color palette, fonts, and graphics, while also introducing 160 feature enhancements such as animated stats, animated illustrations, video headers, parallax scrolling, and interactive components.
The impact
+10%
Organic traffic
+16%
Conversions
+29%
Pipeline contribution
Takeaways and opportunities
Successfully executing a complex digital rebrand requires clear leadership, rapid adaptability, and strong cross-functional collaboration. Creating an enterprise design system and documented brand guidelines laid the foundation for a user-centric, accessible, and consistent experience across all global platforms. Moving forward, the design system will accelerate feature development, expand team best-practice knowledge, and enable continuous iteration to strengthen brand recognition and engagement.
