Third-party vendors don’t have to be frighteningly monstrous

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Third-party vendors don’t have to be frighteningly monstrous //

CORPORATE BRANDING / SOCIAL ENGAGEMENT / B2B MARKETING / GTM / SALES ENABLEMENT / INTERNAL COMMUNICATIONS

Venminder's Venmonsters:
A Fun Rebranding and Marketing Transformation

I reimagined third-party risk management with vibrant, engaging branding that brings life to every element—from logos and datasheets to educational materials and digital applications.

A key part of this transformation was the creation of Venmonsters, a series of characters designed to stand out from our competitors. These characters illustrate the strengths and weaknesses of different vendor types, adding a unique and memorable touch to our brand. Check it out!

    • Expanded the Venminder brand by bringing Venmonsters into Bootcamp storytelling

    • Enhanced their biggest event with a playful campaign and risk-themed narrative

    • Boosted internal engagement with custom Venmonster swag

    • Illustrator, Photoshop, XD, Figma

    • Premiere Pro, Ceros, HubSpot

    • Storytelling simplifies complex topics

    • Brand characters drive engagement

    • Internal buy-in makes campaigns stronger

TPRM doesn’t have to be scary!

One of Venminder’s main goals was to alleviate any fear or intimidation that customers might have felt when approaching our company. By presenting our vendors as friendly Monsters, we aimed to demonstrate that they were approachable and not as scary or unattainable as they may have believed.

  • The Happy Vendor

    Always on top of their due diligence

  • The Lost Vendor

    Not always prepared

  • The Struggling Vendor

    The Struggling Vendor

    A nice vendor that can be struggling

  • The Spot On Vendor

    Always on top of their due diligence

  • The Leaky Vendor

    Be aware about this vendor. Always leaking your data

  • The Nice Vendor

    Our favorite vendor! Always willing to work with you and make the relationship stronger

  • The Helpful Monster

    Always available to help if you may have any questions

The Brand Challenge

Venminder needed a compelling way to convey the complexities of vendor management while making their website more relatable and user-friendly. They wanted to highlight both the benefits and challenges of vendor interactions through a creative approach.

The Solution

Venmonster Characters: Designed a diverse cast of Venmonsters to represent various vendor scenarios, from reliable partners to problematic vendors. These characters were integrated throughout the website to provide visual and interactive storytelling.

  1. Interactive Elements: Implemented animations and interactive features where Venmonsters interacted with real people and other characters, showcasing Venminder’s solutions in action.

  2. Narrative Integration: Placed Venmonsters in real-life contexts such as meetings and assessments to clearly demonstrate how Venminder’s platform addresses different vendor management challenges.

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Increased Engagement: The interactive Venmonsters made the website more engaging, leading to longer visit durations and higher user interaction.

  • Clearer Messaging: The visual and relatable depiction of vendor scenarios helped users better understand Venminder’s value proposition.

  • Stronger Brand Identity: Venmonsters became a memorable part of Venminder’s brand, enhancing their presence as a user-friendly, innovative solution provider.

The Venmonsters have effectively transformed venminder.com, making the platform’s strengths clear while engaging users in a fun and memorable way.

Venmonsters
The Results

Did you know?

Venmonsters go camping just like the rest of us.

Venmonsters Go Camping for Venminder’s TPRM Bootcamp


For Venminder’s biggest event of the year—TPRM Bootcamp—the beloved Venmonsters took center stage in a playful, high-impact campaign. I led the creative direction, continuing the fun and approachable style of the Venmonster brand. This time, the monsters went camping—encountering unexpected risks in the wild, much like Venminder’s users face when managing third-party vendors. The result was a memorable, metaphor-rich campaign that made complex risk management feel accessible and engaging.

These captivating creatures not only served our external branding purposes but also became a powerful tool for internal culture and talent recruiting.

We found that associating our employees with these characters allowed them to connect with the positive traits represented by each monster.

However, we also wanted to ensure that the Monsters reflected the real experiences of our employees, so we included traits like tiredness, confusion, and struggles with tasks. This humanized the Monsters and made them relatable to both our employees and our customers.

Employee Culture

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Interact with Venmonsters with a holiday card game

The execution of this concept was exceptionally well received. The positive impact was evident across various aspects of our business.

It is safe to say that Venmonsters have become an integral part of the Venminder identity and branding. They continue to be a powerful tool for both external and internal purposes, capturing the imagination of our customers and fostering a positive company culture. I’m proud to have created a unique, relatable, and enduring concept that sets Venminder apart in the market.

It is safe to say that our Monsters have become an integral part of our identity and branding. They continue to be a powerful tool for both external and internal purposes, capturing the imagination of our customers and fostering a positive company culture. We are proud to have created a unique, relatable, and enduring concept that sets us apart in the market.

With Venmonsters, we transformed Venminder into a powerful brand, both externally and internally. We became recognized as experts in third-party risk management, while remaining approachable and fun.

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Results

  • Increased annual revenue from $7M to $47M.

  • Enhanced brand visibility and engagement.

  • Improved user experience and client retention.

  • Successfully stood out in the competitive compliance and financial sectors.

This transformation at Venminder showcases my ability to lead creative teams, drive innovative design, and deliver impactful marketing strategies that achieve measurable results.

Explore my work at Venminder—from branding to product design, engagement, and support.