Skedulo — 5.5 Years of Brand Leadership

Five and a half years leading brand at Skedulo, a deskless workforce management platform that scaled to a half-billion-dollar valuation and a $75M Series C raise during my time there.

I joined to lead the rebrand and stayed to build everything that came after. The work covered every layer of brand: strategy, visual identity, the website, sales decks that won enterprise clients, brand activations, internal culture work (we called it Skedulo Heart), and ongoing creative direction across product, marketing, and people teams.

Beyond design, I managed the creative budget, hired and led contractors, and was the brand’s longest-standing voice through three funding rounds, multiple product pivots, and global expansion. Effectively, I was the brand’s steward, making sure how Skedulo looked, sounded, and behaved stayed coherent as the company grew from Series A confidence to enterprise credibility.

This case study covers the rebrand, the system that came out of it, and the way the brand evolved as the business matured.