Personio Evolution

I helped lead Brand at Personio. During my tenure, I drove an in-house rebrand tied to our company narrative and financing story, uniting product, marketing, sales, and employer brand into one coherent system.

As part of raising the bar for design, I established the foundations of a modern brand system that shows up in product and go-to-market. I authored the brand strategy, tone of voice, and web copy, wrote value statements for product areas, and worked with localization partners to scale messaging across Europe. In partnership with product design, engineering,design ops and design systems, we created a cohesive visual language—product components, color system, typography, iconography, illustration, animation, motion, and managing all sub-brands—that team made impossible to misuse.

We imbued brand into the product experience and sales motion. Working closely with sales and enablement, we clarified the story from first touch to first value, creating assets and demos that helped reps talk about outcomes instead of features. Sales reported clearer value conversations, and we saw measurable improvements in deal velocity and close confidence.

The rebrand coincided with stronger customer sentiment and engagement. NPS rose by double digits in a quarter. Our marketing "What's New" webinars saw 40% higher attendance, 120% longer average view time, and better lead quality across top-of-funnel programs. My team also reworked entire sales and vision decks, immediately closing a customer in the first week.

I also helped introduce Cursor and AI workflows to the team. We used it for prototyping and writing, built internal tools for tone and copy validation, and set up a self-serve asset library so teams could ship faster without sacrificing craft.

Finally, I focused on people and process. I rebuilt the brand team from 1 to 5 designers, co-managed the creative systems team, worked with marketing to strengthen how we collaborate, and made our work visible to leadership through clear narratives and working demos.

Special thanks to the village for taking on a project of this scale.

Brand and Creative
John Evans
Maria Angelidou-Smith
Taryn Niesena
Bobby Jeffries
Michael Arguello
Julia Reger
David Bonas
Gigi Palatnik
Hermione Grogu
Daniel Gonzalez
Vero Gomez
Maja Tisel
Iva Kvakic
Lissette Sotelo Parr

Research
Ioana Badea
Amy Huckfield
Sarah Lyons-Padilla
Juliette Terrazas-James

Product
Matej Hresak
Will Dawson
Andru Dunn
Pedro Marques
Callum Brown
Alex Guerrero
Gui Schneider
Chris Welsch
Zachary Schiller