As Cisco launched Outshift to push into frontier tech spaces like AI and Web3. The brand needed to excite top talent, inspire internal teams, and signal bold reinvention—without losing sight of Cisco’s trusted legacy.

My Role:

Project lead across naming, brand strategy, messaging, and rollout

• Managed cross-functional teams and Cisco stakeholders across San Francisco, London, and Tel Aviv

• Led project timelines, feedback cycles, and approvals with Cisco corporate

• Wrote all copy for the brand messaging framework, internal positioning, and activation materials

• Helped develop and implement a sub-brand architecture system across three product brands

Impact

• Launched at Cisco Live with a full activation: booth, swag, site, and digital rollout

• Introduced the internal rallying cry “Outshifters” and tagline “Together, let’s shape the future and build amazing”

• Created distinct brand identities for Panoptica, Calisti, and Great Bear— each tied to Outshift but with independent presence