Citrix Brand Refresh
A complete brand evolution for Citrix — reintroducing a technology leader with a sharper, more modern identity ready to define the future of work.
Work has evolved.
So has Citrix.
Citrix had grown into a modern, powerful platform — but its brand identity hadn't kept pace. The challenge was clear: build a visual language that reflects who Citrix truly is today.
Client
Citrix — 2025
Purpose
Reintroduce Citrix
to the world.
To reintroduce Citrix with a sharper, more modern brand identity that reflects the evolution of the company itself — from a remote access pioneer to a secure, intelligent platform for modern work.
Objectives
Align leaders, inspire
teams, build trust.
To elevate Citrix's campaign look and feel, develop deeply informed and research-backed strategies, and create a sense of conviction to be noticed around the world.
Client
Citrix — securing how
the world works.
Thousands of organizations worldwide trust Citrix to keep their apps available, their data safe, and their people productive — wherever and whenever work happens.
Crafting the design language
Building a visual system with depth and meaning.
The challenge: honor Citrix's brand equity while creating space for something new. We developed four foundational pattern forms — Hexagon, Diamond, Rectangle, and Ripple — each carrying distinct meaning. Together, they form a dynamic system reflecting Citrix's mission to bring order, clarity, and momentum to modern work.
Key deliverables
Everything needed
to launch a brand.
From the brand book to the launch video — every asset was designed as part of a cohesive, extensible system that teams across Citrix could adopt immediately.
Brand Book
A comprehensive 55-page brand guidelines document covering logo, color, typography, patterns, illustration, photography, voice, and motion.
Launch Video
A high-profile brand film introducing Citrix's refreshed identity to the world — produced with the full creative and motion team.
Campaign Assets
A suite of campaign materials spanning digital and print, designed to introduce the new brand to Citrix's global audience with confidence.
Brand Design Kit
A reusable, scalable design system — patterns, illustrations, icons, and templates — enabling seamless extensions to the initial brand launch.
Final design ecosystem
A complete brand world, built to scale.
From the brand book to the launch video — every asset was designed as part of a cohesive, extensible system that teams across Citrix could adopt immediately.
55 Page Brand Book - Complete guidelines covering every expression of the brand.
01 Launch Film - High-profile brand video for global distribution and launch.
04 Pattern Systems - Hexagon, Diamond, Rectangle, and Ripple — a full library.
∞ Scalable Design Kit - Reusable templates for seamless brand extensions.
Result
A brand ready to lead the future of work.
The Citrix brand refresh delivered a complete identity system built for scale — earning board buy-in, producing a global launch campaign, and giving teams everywhere a powerful, flexible toolkit to work from.
My rolePrincipal Designer.
Leading the visual direction from concept to final system — I designed the brand's key visual from the ground up, then developed the full suite of elements to align with strategy, ultimately shaping the brand's design style.
My role was to translate strategic intent into a cohesive, distinctive visual language.
The Team
A cross-functional creative force.
Leadership — Creative Director
Project Lead — Project Manager
Design — Five Designers
Motion — Two Video Designers
Strategy — Account Director
Copy — Two Copywriters
