Strategy rebrand
The rebrand that took MicroStrategy to Strategy, launched on 5 February 2025. I was Creative Director and lead brand architect, and I still look after the brand.
Project
- Role
- Creative Director, lead brand architect
- Client
- Strategy
- Year
- 2025
Tools
- Figma
- Adobe
I reported directly to CEO Phong Le and Executive Chairman Michael Saylor for the twelve-month programme. Siegel+Gale in New York shaped the positioning and verbal identity. Michael chose the name and the structure of the mark, and I finalised it with him in Figma, working live on letterforms, proportions and the Bitcoin symbol at its centre.
The system
From there I directed the internal team through type, colour, photography and motion, and wrote the guidelines. With a small team I also built the internal brand site, where staff, partners and agencies find assets and rules.
The principle throughout was contrast over decoration. A confident sans-serif logotype, orange #FA660F as the only accent, cinematic photography instead of abstract gradients, and layouts closer to a financial paper than a software brochure.
Launch
The programme ran under strict confidentiality, and it held until launch day. The new brand appeared in the Wall Street Journal, on the Nasdaq tower in Times Square and on Google’s homepage. Every campaign since, including Strategy World and the AI platform launch, has been built on the same system.