How a Consulting Firm Rebranded 400 Signatures Overnight
When Whitmore & Associates rebranded to Alder Consulting Group, they needed 400 employee signatures updated before the Monday morning public announcement. Siggly deployed the new brand to every mailbox overnight, ensuring zero employees sent emails with the old branding after launch day.
Key Capabilities Used
Instant Mass Update
All 400 signatures were updated simultaneously through a single template change, deployed server-side overnight.
Scheduled Deployment
The rebrand was scheduled for 2 AM Sunday, ensuring all signatures were active before employees logged in Monday morning.
Pre-Launch Secrecy
The new brand template was prepared in advance and held in draft mode until the scheduled deployment time, maintaining rebrand confidentiality.
Verification Dashboard
A real-time dashboard confirmed deployment status for all 400 mailboxes, giving the project team confidence before the public announcement.
The Challenge
Whitmore & Associates was a management consulting firm with 400 employees across offices in Boston, San Francisco, and London. After a strategic merger with another consultancy, the combined entity was rebranding as Alder Consulting Group — a name change that came with a new logo, color palette, website, and visual identity.
The rebrand was being handled with strict confidentiality: the new name and identity would be revealed simultaneously to employees, clients, and the press on a Monday morning. This meant that no employee could send an email with the old Whitmore branding after the announcement — and no email with the new Alder branding could be sent before it.
CMO Josephine Hartwell had coordinated the website, social media, and press kit launches, but realized with 10 days to go that email signatures had not been addressed. With 400 employees across three time zones, manually updating signatures before Monday was impossible. She needed a solution that could execute the switch over a single weekend.
The Solution
Rapid Onboarding
Siggly was deployed and connected to the firm's Microsoft 365 tenant within 48 hours. All 400 employee profiles were imported from Azure AD.
Dual Template Preparation
Two templates were prepared: the current Whitmore brand (to maintain continuity) and the new Alder brand (held in draft mode). Both were fully tested with sample mailboxes.
Scheduled Cutover
The template switch was scheduled for 2:00 AM ET on Sunday — 18 hours before employees would log in Monday morning. This timing ensured all three office time zones were covered.
Verification & Confirmation
The IT team monitored Siggly's deployment dashboard Sunday morning, confirming all 400 mailboxes had received the new signature. Three mailboxes required manual retry due to licensing issues, which were resolved within 30 minutes.
The Results
When employees logged in Monday morning, every single person had the new Alder Consulting Group signature. Zero emails were sent with the old Whitmore branding after the announcement. The CMO called it "the most seamless element of the entire rebrand."
The IT team estimated that manually updating 400 signatures would have taken 80-120 hours of effort and would have required revealing the new brand to employees in advance — breaking the confidentiality requirement. Siggly accomplished the same result in under 8 hours of total project time, including setup, testing, and deployment.
The firm has since used Siggly for ongoing signature management, deploying quarterly campaign banners promoting thought leadership content. The marketing team reports that signature banner clicks now drive 18% of traffic to the firm's insights blog — a channel that didn't exist before the rebrand.
"We had 400 signatures to rebrand and zero room for error — the new name couldn't leak before Monday. Siggly let us prepare everything in advance and execute a flawless overnight switch. Every employee logged in to the new brand. It was the smoothest part of the entire rebrand."
Josephine Hartwell
Chief Marketing Officer, Alder Consulting Group