I’ve helped lead Coupa through two full rebrands, each one built to match exactly where the company was becoming, not just to refresh what it already was.
$2.5B → $8B+
Valuation and acquisition story across both rebrands
“Quiet confidence: the brand direction for what’s next, designed to stand apart in a category that keeps getting louder.”
— Coupa Leadership, on current brand
The Next Chapter, Coming Soon
Approach
A rebrand isn’t a new logo. It’s deciding who a company is becoming and building everything else, color, tone, voice, motion, to match. Get that right and a rebrand doesn’t just look different. It changes how people feel about what you do.
Then. Now. Next.
Then: playful, vibrant, a little whimsical. The energy of a company on the rise, making complex spend management feel approachable instead of intimidating.
Now: confident, precise, sharp. The visual voice of a company that’s grown into global AI leadership and isn’t asking permission to say so — and my job was turning that direction into a system the whole org could execute against.
Next: already taking shape. I’ll let that work speak for itself when it’s ready. For now, the through-line is this: the brand grows deliberately as the company does. Never by accident.
The human-first thread
None of this happens because one person picks a new color palette. It happens because a team feels safe enough to let go of what used to work and try what’s next. That’s the same human-first principle behind how I’m leading through our AI shift right now: change sticks when people feel equipped and trusted through it, not just handed a new brand guide and told to fall in line.
What I own
Own end-to-end brand strategy and visual identity for Coupa, having helped lead the company through two full rebrands as it matured from emerging challenger to global AI leader.
Set brand direction that evolves deliberately with the business, rather than defaulting to a refresh for its own sake.
Lead creative teams through brand transitions with a human-first approach, building trust and buy-in rather than mandating change from the top down.
Currently shaping the next evolution of the Coupa brand. More to come as that work is ready to share.