Building a new PitchBook brand
Reimagining the PitchBook brand 💭
Founded in 2006, PitchBook is an established, global brand for hard-to-find capital market data and research. While the company has grown and evolved to meet the needs of its clients, its brand identity stayed the same—for 15 years.
PitchBook’s creative team led the rebrand from exploration to execution. We knew that a revamped brand would help the company stand out, increase share, support scale, and attract the best talent.
I was the sr. copywriting lead for PitchBook’s first-ever rebrand.
New brand core elements
Brand framework, including tagline, strategy statement, brand promise, and brand pillars
Brand elements, including color, photography, illustration and iconography, and typefaces
A pathways theme emphasizing connectedness and forward momentum
The screenshots below provide a preliminary look at PitchBook’s existing brand (L) and an early exploration of what an updated PitchBook brand—the emphasizes the core elements above—could look like (R).
BEFORE // A sample of elements prior to the rebrand, including the homepage header, report covers, ads, and an email.
EXPLORATION // An early look at what a new brand could look like deployed across assets.
New brand priority assets
⚡️PitchBook.com
⚡️The Daily Pitch email newsletters
⚡️Print and digital collateral
⚡️Presentation templates
⚡️Videos
⚡️Logos (ERGs, partnerships)
⚡️PR materials and social channel assets
⚡️PitchBook in-office branding
⚡️Partner materials
⚡️Events and webinar templates
⚡️Stationary, business cards, email signatures
⚡️New client welcome kits
⚡️Workplace and intranet materials
⚡️Training and learning assets
⚡️Internal and external launch collateral
Rebrand spotlight: Homepage redesign 💻
PitchBook.com is the brand’s front door—it’s where folks’ relationship with PitchBook starts. We needed to get it right; to implement the new brand expression that’s both engaging and authentic, sophisticated, and still uniquely "us”.
In the images below, you’ll see what PitchBook’s homepage looked like before the brand relaunch—useful and actionable, but a bit dated and stale. In the project’s kick-off, I suggested telling a more linear story with some of the main modules, specifically:
PitchBook’s research and insights are built on the best data
Our data is the most comprehensive option because it’s stewarded and regularly expanded upon PitchBook’s team
And all three offerings—the best capital market data, research, and insights—are all available to PitchBook clients through our platform
BEFORE // PitchBook's homepage prior to the 2022 brand relaunch.
WIREFRAME // Lofi homepage wireframe option that would reflect the new brand.
MOCK-UP // First higher-fidelity look at the rebranded homepage.
FINAL // The live version of the rebranded PitchBook.com homepage.
Rebrand spotlight:
New customer welcome kit 💌
This high-touch mailer is an important step in PitchBook’s new customer onboarding—reps send out thousands each quarter. Because of the lead time required, the welcome kits were one of our first opportunities to put the new brand into action. The messages I wanted to reinforce were:
There’s no wrong way to get started with PitchBook
PitchBook isn’t one thing—it’s a suite of products waiting to be explored
The incredible range of public and private market data our clients have access to from day one
The PitchBook team is available to provide support to its clients 24/7
As an example of the data PitchBook tracks, we included a Yeti mug in each mailer, alongside the startup’s “data story”—highlighting key dates and milestones in the company’s history. These new kits were well received in market, as demonstrated in the last image.
Rebrand spotlight:
Internal launch event 🎉
Coordinated across all PitchBook offices, including Seattle, New York, San Francisco, London, and beyond, the internal launch of the new PitchBook brand involved several components.
Launch video
We published a launch video on the company’s internal communications channels, explaining why we embarked on the journey of creating a new brand and why it’s an important milestone in PitchBook’s story. The shorter, public version of the “Winning with PitchBook” video is below.
In-office activations
Our in-office activation areas provided a participatory opportunity for employees. By creating enamel pins showcasing new brand elements and inviting employees to see themselves as an important piece of the new brand through their unique contributions—their PitchBook superpowers.
After self-selecting a pin that resonated, employees were invited to play a round of “pingo”—like bingo—by finding one person who chose each of the five pin options, taking a picture in the photo booth, and posting it to Workplace or Slack.
In-office activations also included brand-aligned food and beverages, music, and an all-around celebratory vibe.
New brand booklet
At the activations held across PitchBook’s offices, employees could grab a new brand booklet—an exciting, educational (yes, both!) brand asset that I wrote. We envisioned the brand booklet as a resource people could refer to over time to re-familiarize themselves with the core elements of the brand whenever needed.
Download a copy of the full brand booklet.
Ongoing brand trainings and support
As part of the internal launch events, we also created a brand portal, offered individual and team brand training sessions, and launched a Slack channel called #ask-brand—an easy way to ask any and all brand-related questions directly to the team who created it. Several years removed from the official launch of PitchBook’s reimagined brand, and employees continue to lean on the Slack channel to get their brand questions answered.
More pictures from PitchBook’s brand launch events 📸
Three cheers for PitchBook’s creative team 🥳
I couldn’t spotlight the brand relaunch without acknowledging how massively collaborative it was. The creative team, led by Creative Director Erin Crosier, put their whole heart into this work over the course of many months—on top of an existing, high-capacity workload.
There were inspired moments and blockers along the way, but in the end, we created something we’re proud of—and that we continue to refine and bring to life in new and exciting ways today.
Cheers to these incredible writers, designers, multimedia pros, project managers, and to those who aren’t pictured here. They’re folks I’m lucky to learn from and work alongside every day.
