Cisco Meraki Partner Identity

Goal

A large chunk of Cisco Meraki's revenue relies on 75,000 partners worldwide. These partners sell a range of products from multiple brands—the easier it is to sell Meraki, the more likely it is for them to recommend it over the competition.

Working with partners entails sharing different information than with internal sales teams. The marketing team wanted to implement sub-branding to distinguish partner assets from sales assets.

Role

I led the effort to establish sub-branding system for partner marketing materials: first by determining art direction, then by managing a contractor I sourced to refresh existing materials and design new ones.

Result

At launch, we published partner brand guidelines, 34 documents, five collateral templates, and four email templates to enable the partner marketing team to continue producing consistent content independently.

Within weeks, the team collected 300+ new partner signups.