Gurobi had built a strong reputation among data scientists and operations researchers, but brand awareness among business decision-makers remained limited. As the company evolved toward broader enterprise adoption and deeper AI integration, the brand needed to become more familiar, scalable, and strategically aligned across teams and markets.
Approach
Reposition Gurobi for broader enterprise adoption
Modernize identity beyond its technical roots
Unify internal and external storytelling
Align brand messaging across product and GTM
Establish trust with new enterprise segments through focused positioning
Outcomes & Impact
We launched a comprehensive rebrand strategy that mapped every internal touchpoint and external interaction across the full brand experience. Research, audits, and interviews helped shape a brand architecture designed to guide each user journey-from awareness through enablement.
Company renaming and brand narrative overhaul
Market research, competitive analysis, and 100+ document audit
New segmentation framework aligned to personas and verticals
Modular design system for scalable global execution
Localization workflows to support regional rollout and compliance
The rebrand became a journey catalyst-reshaping market perception, improving internal GTM alignment, and increasing strategic engagement with enterprise buyers. The new system has laid the foundation for long-term brand equity and cross-functional clarity.
Enabled strategic growth and new market penetration
150+ reusable brand templates implemented across teams
Global rollout strategy with phased internal deployment
Improved collaboration between product, sales, and marketing leadership
