Asymbl Rebrands Company In 4 Months With A Hybrid Workforce

Throughout my career I’ve executed over 20 rebrands across various company sizes. Most spread a brand refresh across a year, maybe longer. As a team of three we gave ourselves four months to reposition our company and each business line to match our new vision for the future of work, develop a new visual identity to go along with it, and update over 200+ externally facing company assets. We had to build the plane while flying it, and that meant hiring AI into specific roles on the team to scale our capacity and efficiency. I’m incredibly proud of what we accomplished and learned a lot about how to orchestrate AI as a digital teammate along the way.

When Asymbl was founded in 2023, we asked ourselves a question most companies are just starting to wrestle with now: what does our business strategy look like when you can scale with AI faster than headcount and spend alone? The answer is workforce orchestration, a deliberate model for how human and digital workers operate together, with shared accountability, shared workflows, and shared goals.

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Asymbl spent the last three years figuring out what that actually looks like in practice. It required a shift from seeing AI as a tool to designing it as a worker in our digital labor workforce. So we built management frameworks, performance reviews, and KPIs for workers that aren't human and onboarded them into the flow of work across 13 business functions. Today, more than 56% of our workforce is digital and were operating at 5x the output at 1/5th the cost.

This wasn’t just a rebrand, it was a transformation to build a marketing motion that embodied our brand promise of orchestrating a hybrid team to deliver more meaningful work, designed to match the business we've built. 

So we did what we do best. We assembled the team for the future of marketing work. 

‍“In the 8 months since Lauren has joined she’s quickly built a hybrid team to deliver a performing marketing function across demand generation, alliance partnerships, brand awareness, content marketing, and more. The team’s efforts have been incredible in helping Asymbl feel like a brand 100x it size.”  - Brandon Metcalf, CEO and Founder, Asymbl   

Designing A Hybrid Marketing Team: The Right Work By The Right Type Of Worker 

Our first priority was empowering our marketers to design specific jobs for digital workers based on their roles as a writer and demand gen strategist. We partnered with Indigo & Co as a strategic creative agency, Skyler Studio for web development, and RevvGrowth for AEO and SEO optimization. Each agency embraced our digital worker methodology and delivered processes, systems, and guidelines with AI in mind, helping us build a foundation of digital teammates to help our small team maintain and grow the brand experience we were building. 

I didn’t have time to find and onboard a project manager to keep this project on track. We needed reliable communication, coordination, and documentation. At first it was painful, but 30 days into our work Salesforce launched Slackbot, and it changed everything for us. Slack became our marketing operating system. Sprint planning and tracking lived in channels, meetings were recorded with summaries shared and context retained to surface when needed later, and we had one centralized place for communication and accountability. When work was happening across 4 global timezones and multiple systems like Figma, Google Workspace, and our website CMS. Slack was the connective layer that tied it all together.

Marketers are inherently strategic, creative, and innovative individuals who strive to deliver originality. AI is not replacing these important aspects of human ingenuity. Through trial and error we refined our marketing processes to incorporate our digital teammates in ways that were of value to each role by defining the outcomes we needed to deliver. This is our story of how we built our hybrid marketing team and delivered a brand that feels a hundred times bigger than we actually are. 

‍Building A New Category and Vocabulary With One Writer 

Asymbl’s focus on implementing what we believe first in our business was quickly proving our approach to building and managing a hybrid workforce was working, with over 20x ROI on average by department. We aimed to redefine Workforce Orchestration to define how human and digital workers operate as a unified team. We developed new vocabulary because we saw too many customers deploying AI agents and not repeating any benefits. We needed to help an entire industry make the mental shift from AI as a tool, to AI as a digital worker who delivers specific measurable outcomes. This required thoughtfulness, education, and reach. 

Danver Chandler, is a seasoned writer who has spent her entire career cultivating a creative process from research to delivery. At Asymbl she is responsible for following industry trends, competitor insights, driving and executing a content strategy across thought leadership, social, webinars, campaigns, and outbound sales support. 

The creative process deserves to be honored, it’s where great ideas come from. Danver spent a few weeks mapping her process and ideating on what specific jobs to be done would be valuable for her to design an AI teammate around. 

Danver designed two digital teammates within Anthropic for two different jobs to be done. The result was a 400% increase in blog production and more than 35 hours returned to the week. Those hours moved to where they were needed most: rebranding the company, rewriting the business line narratives, and shipping the new website. Asymbl moves fast, Danver moves with it, and taste and quality stays in her hands.

It was important Danver owns the upstream thinking: tracking industry signals, identifying the editorial angle, building the skeletal outline, and pulling the research that anchors each piece. Cowork then drafts five blogs in 15 minutes, allowing Danver to move into the editor seat to shape what makes it through. While working on a new webcopy for our 100+ pages Daver’s strategic thinking is both the input into Claude and the filter when analyzing what comes out. Claude elevates Danver to move from idea to choice faster than working alone, and her judgment is what surfaces the line that ships. Coaching happens session by session, by design, and the early learnings of how to orchestrate Claude in our creative process lead us to scale our team with Casey. 

The Evolution of Casey, Our Digital Marketing Strategy, Operations, and Analyst

As fast as we were moving we had to keep our entire company, our customers, and Salesforce as our strategic partner enabled and supported to be ambassadors for Asymbl. I quickly hired and onboarded Casey, who in the beginning started as a Digital Content Guardian in Slack. We trained Casey on our messaging, voice, tone, and best practices for writing across every channel. Every employee can Slack Casey to ask for support in developing or reviewing content.

Casey operated from Skills we defined in Claude, south of truth documentation that lived in Google, and could track strategic context with the help of Slackbot across our company. Casey can produce content from natural language prompts or grade and score the content she’s provided. She knows how to flag concerns for compliance, security, and proprietary information and loops in myself or Danver for review. Whenever we made a strategic change in our messaging I would coach Casey on the what, why, and where changes were needed. Casey could act immediately, and then drove consistency and clarity without us having to go through weeks of enablement. 

Casey also supports our other Digital Teammates. We’ve been working on version two of Theodore Frank, our Digital Sales Development Representative who is getting coached on how to improve his personalization of outreach to prospects based on role, industry, or product interest. Casey grades his communications and provides actionable feedback of what should be updated in his knowledge base helping Teddy improve engagement and conversion rate outcomes. 

Casey quickly grew to be able to support image creation, presentation drafts, and market and competitive research. Today, she is the most powerful digital worker at Asymbl, purely because of the memory capacity she needs to have to do her job. Marketers touch every aspect of the business and Casey has to do the same keeping pace with the product roadmap, pricing strategy changes, customer satisfaction, and tracking new concepts based on the market environment of AI.

‍Today we’re working to embed MuleSoft Agent Fabric across our digital labor fleet, which is going to allow us to manage our digital workers with the governance, security, and observability required. Now we’re expanding Casey’s role to deliver analytics, reporting, optimization updates once she is connected to our marketing and demand gen data. Casey is on her way to being promoted to a Digital Marketing Strategist who will support every team member in their unique role. 

‍A Fortune 500 Visual Identity For Under $60K 

It quickly became clear this year that our content strategy was resonating with our audiences, and our methodology around hybrid workforce orchestration was delivering value for our customers. We needed a visual design system that brought our brand to life. We partnered with Indigo & Co. on the strategic identity work, and the result is a design system that doesn't just describe workforce orchestration but demonstrates it. From the start we challenged Indigo & Co. with our hybrid philosophy and set goals to co-develop processes and digital workers who could scale our brand expression across our entire company without hiring a team of designers and developers. 

The intent of our design system is to mirror the emotional arc we want our audience to feel: from urgency and unease to control and relief. Every element was designed with a specific principle: if our audience can see orchestration working in our brand before they ever speak to us, we've done our job.

‍"AI is a production accelerator. It is not a substitute for creative direction, and it is not a license to dilute someone else's craft." - Paul Nowikowski, Founder and Chief Creative Officer, Indigo & Co.

Indigo&Co. was built around a simple belief: AI, used with discipline, makes a creative team capable of more without watering down what makes the work original. That belief runs through how they hire, produce, and work with clients. Intentional about it from day one they built a very specific practice to help brands like ours do more with less without watering down the work. 

Our partnership with Indigo worked so well because their philosophy and ours line up. They hired a Digital Photographer, a Digital Illustrator, a Digital Character Designer, and an AI Workflow Architect whose whole job is to translate the creative direction into the precise language each of the other digital teammates needs to hear. 

The biggest challenge Indigo faced was building a personality around our mascot, Sym. Character IP and generative AI are still at odds with each other. Sym belongs to Asymbl, and getting him to look like himself, frame after frame, across different contexts, alongside the wider family of Asymbl digital worker headshots and profiles developed, took dozens of attempts and a lot of work was thrown away. What got us there wasn't glamorous. Locked style blocks. Reference libraries we governed carefully. Composition locks that stop the models from drifting back toward their training defaults. And knowing when to stop generating and just composite the thing by hand.

Stills and motion are not the same problem. Stills are manageable because the post-production toolkit already in place gives Indigo real control over what AI delivered. Motion is a different story. There's no equivalent toolkit yet, so fixing AI-generated video still means traditional VFX work, which is slow and expensive. We use AI differently depending on the outcome we want to drive and the medium that outcome requires. Originality is the line Indigo holds, building prompts from descriptions, not from reference images of other artists' work.

Indigo delivered us AI Guidelines, so we could rebuild the digital workers they hired within our own systems and tools. Clear instructions, prompts, reference material and more. Now we can scale support for creative execution while maintaining high quality on brand work. We will continue our working partnership with Indigo because it’s not an either-or conversation, it’s about doing the work we’re excited about and assigning the right work to the right worker, whether human or digital. 

‍A Note To Other Marketers 

If you're a marketing leader being asked to do more with less this is what I want you to take away. 

Think about the outcomes you're responsible for and empower your subject matter experts to come to the table with jobs to be done they think AI would be a good fit for. Treat your AI like any other worker. Give it  a manager, job description, and KPIs. Invest in the human talent that knows how to onboard and coach them. 

At Asymbl, we often talk about going first to help others go fast. That's not a tagline. It's what we do. Asymbl is the pioneer of hybrid workforce orchestration, and our brand now reflects the scale, product depth, and expertise we've earned.