An opportunity to reimagine the PitchBook brand 🤩

Founded in 2006, PitchBook is an established, respected, global brand that’s considered the premier tool for hard-to-find capital market data and insights. But its goals moving forward remain lofty! And while the company has grown and evolved to meet the needs of its clients over time, its brand identity stayed the same—for 15 years.

PitchBook’s creative team, which led the rebrand from exploration to execution, knew that a revamped brand would help the company stand out, increase share, support scale, and attract the best talent.

I was the senior copywriting lead for PitchBook’s first-ever rebrand.

The pitch

We sought to create a reimagined brand expression honoring the company’s history and empowering it to evolve into something more sophisticated and consistent. Our strategy included:

• Honoring PitchBook’s history, including its logo, signature PitchBook blue color, and its roots in tech

• Crystalizing who the company is at its core and maintaining its confident tone of voice

• Evolving the brand expression, including color, type, photography, illustration, and voice and tone

Rebrand spotlight:
Internal launch event

Coordinated across all PitchBook offices, including Seattle, New York, San Francisco, London, and beyond, the internal launch of the new PitchBook brand involved several components.

FIRST: We published a launch video on the company’s internal communications channels, explaining why we embarked on the journey of creating a new brand and why it’s an important milestone in PitchBook’s story. The shorter, public version of the “Winning with PitchBook” video is below.

SECOND: We also created an in-office activation area where employees could pick up a new brand booklet—an exciting, educational (yes, both!) brand asset that I wrote. We envisioned the brand booklet as a resource people could refer back to over time to refamiliarize themselves with the core elements of the brand.

THIRD: The in-office activations provided a participatory opportunity for employees, too. We created enamel pins showcasing new brand elements and inviting employees to see themselves as an important part of the brand through their unique contributions—their “PitchBook superpower”. After self-selecting which pin resonated the most, employees were invited to play “pingo” (a play on bingo), by gathering one person who chose each of the five pins, taking a picture in the photo booth, and posting it to Workplace or Slack.

FOURTH: Lastly, we launched a new brand portal and Slack channel called #ask-brand—an easy way to ask brand-related questions directly to the team who created it. Members of the creative team hosted new brand trainings with teams across the organization, as well!

New client welcome kit

This high-touch mailer is an important step in PitchBook’s new customer onboarding, and reps send thousands of them out each quarter. Based on print lead times, reimagining the welcome kit was one of our first opportunities to put the new brand into action. The messages I sought to reinforce were:

• There’s no wrong way to get started with PitchBook

• PitchBook offers a suite of products to explore

• The types of data and insights our clients can uncover

• Clients have access to support at every step of their journey

Additionally, to shine a light on PitchBook’s platform data, we included a Yeti mug in each mailer, alongside the startup’s data story—key dates and milestones in their history. These new kits were well received in market, as demonstrated in the last image.