Client
Xerox
Services
Naming
Brand identity and visual design
UX and platform design
Gamification system
Launch campaign
Role
Creative Director
Product Manager
Agency
Grass Roots America
Overview
Xerox needed its Latin American reseller network to engage with a sales incentive platform they were largely ignoring. The existing tool was generic and gave resellers no reason to log in. I led the creative strategy, naming, brand identity, UX, and launch campaign for Connex — a fully branded, gamified platform built around points, badges, and a progression system designed to make sales activity feel competitive rather than obligatory. Reseller participation increased measurably, and Connex set a new standard for how Xerox ran partner engagement programs.
The Challenge
Resellers felt no connection to the Xerox brand through the existing platform. It was transactional and forgettable — a place to log data, not a reason to engage. Without something worth using, Xerox risked losing mindshare in a channel where competitor programs were getting more attention.
The Approach
I started with the name. Connex wasn’t just a rebrand — it was a signal that this was a different kind of program. From there I built a visual identity that felt distinct from standard Xerox corporate materials, giving the reseller program its own presence within the broader brand ecosystem.
The UX was built around behavior. The goal was to make sales activity feel like progress — so I designed a points and badge system with a visible progression structure that gave resellers a reason to come back. Every milestone was acknowledged. Every sale moved them forward.
The launch campaign ran across teaser communications and in-event activations in Playa del Carmen, where the platform was unveiled. Small branded touches — cards, packaging, physical rewards — made the experience feel considered rather than generic.
The Results
Connex drove measurable increases in reseller engagement and sales activity. The platform replaced a forgettable, one-size-fits-all tool with something resellers actually wanted to use. Xerox used it as the model for partner engagement programs that followed.
Kudos to my Team
Graphic Designer Frank Aguilera, Copywriter Laurence Joly and and Web Designer & Front-end Developer Fabian Soccaras
