From Acquisition to Market: Rebranding 51 Documents in 12 Months

// The challenge

When Cognizant acquired Collaborative Solutions, the newly formed Workday Practice inherited a full library of sales and marketing collateral — datasheets, capability decks, leave-behinds, service overviews — all branded under the old Collaborative Solutions identity. Every piece needed to be redesigned under Cognizant's global brand standards without losing the practice-specific voice and positioning that differentiated CS in the market.

The window was tight: the sales team needed materials that reflected the new brand immediately, and the volume was substantial. 51 documents across every service line and audience segment.

// The approach

I led the full collateral migration — inventorying every existing document, mapping it to Cognizant's brand architecture, and redesigning each piece to work within the new system while retaining the content and messaging that had been proven in the field.

• Brand translation: Mapped CS's green-and-purple identity to Cognizant's blue corporate palette without losing the practice's distinct personality.
• Content preservation: Retained the voice and specificity that made CS collateral effective — avoiding the "generic Cognizant" look that would have stripped differentiation from the practice.
• Review loop management: Coordinated approvals across the content strategy team, legal, and brand compliance on an aggressive timeline.
• Production efficiency: Built reusable templates across document types to accelerate late-stage revisions and reduce rework.

// The result

The refreshed collateral suite was distributed rapidly to Cognizant's Workday Practice sales team — arming them with materials that credibly positioned the newly formed practice as a seasoned, full-service Workday partner with genuine depth of knowledge and service capability. For a practice still establishing its identity post-acquisition, the speed of delivery and the quality of the output mattered equally: it signaled to the market that Cognizant hadn't just absorbed a company — it had inherited serious expertise.