REBRAND OF INTERNAL AND EXTERNAL MERCHANDISE TO DRIVE INTERNAL SALES AND ENGAGE PROSPECTIVE
CUSTOMERS

thE pROGRAM -

I led the creative direction and execution of Drata’s internal and external merchandise store rebrand, collaborating closely with marketing, HR, and executive leadership over a three-month period. The initiative focused on aligning merchandise with Drata’s refreshed brand identity while boosting employee engagement and client affinity.

We developed and designed 100+ new branded products, using client and employee surveys to refine offerings and prioritize top-performing items. The rebrand extended beyond the storefront, encompassing all swag touchpoints including new hire kits, new parent packages, and client gifting programs. This cross-functional effort helped unify Drata’s brand experience and enhance internal culture through thoughtful, high-quality branded merchandise.

The Process

Discovery

We kicked off the project by aligning with Drata’s executive and marketing teams to understand their refreshed brand direction and key goals for internal and external engagement. This included evaluating existing merchandise touchpoints and identifying areas for innovation and improvement.

Product Sourcing

Working with trusted vendors, we sourced high-quality, on-brand products that reflected Drata’s evolving aesthetic and values. The selection process prioritized sustainability, usability, and appeal to both employees and clients.

design

Over 100 unique products were initially designed to align with Drata’s refreshed visual identity, incorporating intentional branding elements that echoed the company’s culture and mission. Each item was curated to feel premium, modern, and purposeful. Through testing and feedback, the assortment was refined down to 35 key products tailored to specific program initiatives.

iteration + Surveying

We conducted an internal survey for Drata employee’s to gather feedback on product concepts and preferences. This informed real-time design and sourcing iterations, ensuring the final assortment was both desirable and functional.

production

Once finalized, we moved into production, overseeing quality control and vendor coordination to ensure timely delivery and brand consistency across all items. Our production approach balanced speed, scale, and precision.

fulfillment

The new merchandise was launched through Drata’s online storefront, with tailored kits developed for key programs like new hire onboarding, client gifting, and employee milestones. Fulfillment was optimized for seamless distribution and maximum impact.