Everpure

Building a brand everyone could use

User since

2025

Features

Brand Guidelines

Digital Asset Management

Templates

Brand portal

Brand

Everpure

Industry

Software and IT

Region

Global

Headquarters

Santa Clara, USA

Size

6,400 employees

When Creative Director Matt Boston joined Pure Storage in 2024, the fast-scaling startup was operating under a name the market took too literally. Today known as Everpure, the company helps users unify their data with intelligent data management on-premises, in the cloud, and via edge solutions. Despite offering that broader range of data services, the brand was perceived through a narrow lens, limiting its consideration outside of storage conversations. Matt recognized that a decisive rebranding was needed to reposition the company more accurately in the market. But the brand infrastructure he inherited wasn't going to make rollout or adoption easy — threatening impact from day one. Fortunately, as a long-standing Frontify user, he knew exactly what to do.

Challenge

Solution

Result

hours saved per week thanks to just three templates

3,800

employees logged in within the first 24 hours of launching

3-6

months implementation and time-to-value

The challenge

Matt knew that to shift market perception, the new brand identity needed to be applied consistently and confidently by everyone in the business. But after inheriting “a lot of disparate systems that didn't make sense,” he realized legacy brand infrastructure needed replacing first. Before Frontify, non-creative teams struggled to access, understand, and apply PDF brand guidelines. This created a growing dependency on the design team for even the simplest requests. “‘Can you send me the logo? What are our colors? Do you have the palette?’ There was no central source of truth,” explains Reese Geronimo, Senior Graphic Designer. “This meant there was no consistency. And ultimately, no truth.” And you need both to pull off a successful rebranding.

“What Frontify does better than the rest is understanding how to enable effective brand governance. Because if it doesn't fit the template, it's not brand-approved. Imagine how much time that saves — not just in the creation, but in the bickering! It helps me focus on things that are actually creative and lets everyone benefit from my team's creativity. It's empowering to have it all in one place.”

— Matt Boston, Creative Director

The Solution

To ensure the rebranding landed successfully, Everpure needed a self-service brand portal that would allow anyone in the organization to apply the new identity without relying on design support. Having used Frontify in previous roles, Matt knew its combination of accessibility, governance, and design templates was just what they needed.

— Matt Boston, Creative Director

The rollout

The goal was to launch the new brand system at the same time as the rebranding itself, supporting adoption from day one. The team implemented the platform quickly, bringing the system live in just a matter of months, alongside the brand rollout. Within 24 hours, 3,800 employees had logged into the platform — nearly half of the organization and around 30% of all active users at the moment of launch — laying firm foundations for Everpure’s market evolution.

“Enabling people to stay consistent is one of the key aspects, especially in a rebranding. A lot of people want to be part of the brand and get excited about a rebranding. But if you're not a creative, you don't know how to achieve that. If you introduce any kind of struggle, people will simply say, ‘No, I don't want to deal with this.’”

— Megan Greene, Senior Graphic Designer

The results

After implementing Frontify as Everpure’s new brand infrastructure, the team saw huge increases in efficiency and impact. “When we looked at the analytics, we found that just through three different templates, we saved 29 hours every week. I'm able to focus my efforts on more strategic work while the day-to-day design needs of the team are completely self-service,” says Reese. Instead of fielding queries and repeatedly recreating frequent designs, Matt’s team could now focus on higher-impact creative and strategic tasks. That isn’t just a win today but for the future of the Everpure brand, guided by a team with the time to think outside the (storage) box.

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