Yen Lee
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leeyenming@gmail.com +1 816-392-1892 LinkedIn ↗
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Delphix 2019 – 2024
Delphix rebrand, identity system

A brand people could finally repeat.

I led the brand transformation at Delphix over five years, a new identity, a design system the team could actually run, and clearer messaging that helped sales move faster.

The challenge

What was in the way

Strong product, unclear story, and no system to produce at pace.

C.01
Unclear positioning

The market could not easily tell what Delphix did or why it mattered.

C.02
Long sales cycles

Deals often ran past a year as buyers worked to understand the product.

C.03
Generic identity

The brand lacked personality, visibility, and meaning.

C.04
No design system

A disjointed visual environment, with inconsistent representation of the identity.

C.05
Slow approvals

Time lost to miscommunication, as designers and requesters spoke different languages.

Strategy

How I approached it

Start with the story, then build the systems to carry it.

S.01
Listen first

Heard it from the source, sales and product marketing, to get technically sound on the product's value.

S.02
Bring clarity

Bridge the value and the customer with a simple but persuasive narrative.

S.03
Rebuild the identity

Rebranded from the ground up, an identity tied to the product's value: unique, simple, and built to last.

S.04
Systematize

Components, templates, and tokens so the team could produce on-brand.

S.05
Enable self-serve

Canva kits and guidelines so non-designers could handle routine work.

The work

What I shipped

I stepped in as creative director and rebuilt how Delphix shows up, brand, creative, and the operations behind it. Here's what came out of it.

Delphix logo and identity system

Brand

A distinct identity tied to the product's value, one the whole company could stand behind.

  • Visual identity & logo system
  • Messaging & narrative framework
  • Brand guidelines & governance
Read the brand story →
Delphix internal brand elements and culture graphics

Creative

The identity applied everywhere it mattered, the work that carried the story to market.

  • Website & digital campaigns
  • Sales & executive decks
  • Event & field experiences
See the creative work →
Delphix design operations process and people management

Operations

The system that let a small team produce on-brand at pace, long after launch.

  • Design system & component library
  • Templates & Canva self-serve kits
  • Intake & approval workflow
Explore the operations →
Leadership & impact

Who I worked with, and what changed

Creative leadership that reached from the exec team to the asset library.

Leadership
  • Partnered with the CEO, CMO, and sales leadership
  • Led and mentored a small in-house creative team
  • Managed outside agencies and vendors
Operational innovation
  • Built an intake and approval process
  • Stood up a central asset library
  • Launched Canva templates for self-serve
  • Documented brand guidelines and governance
Business impact
BeforeAfter PositioningUnclearClear, repeatable Sales cycle~12 mo~3 mo Asset productionAd hocSystemized Creative ticketsHighDown ~60% Team retention·Zero churn, 5 yrs
In their words
The rebrand and new messaging changed how customers see us and how we sell. It was a pivotal moment for the company.
CMO, Delphix
Reflection

What I would do differently

If I did it again, I would bring leadership into the messaging work even earlier. When execs see the story before the visuals, alignment happens faster and with more confidence.