Turning a brand transition into a conversion path.

SDN Pros became Arista Academy. The rebrand carried real implications for two distinct audiences — existing students who needed clarity, and new prospects who needed an introduction. We built the page that carried the weight of both.

Audience tracks2Existing students and new prospects, served by a single page that respects how each actually moves through it.

Brand transition1From SDN Pros to Arista Academy, with a new certification structure aligned to the evolved positioning.

Launch deadlineHitApproved design built into responsive code, supported through implementation and QA up to the June 2, 2025 go-live.

The Challenge

A rebrand that risked landing softly with both audiences at once.

“A rebrand without a landing page that carries it is a rebrand that lands softly. Confusion on one side, missed conversion on the other.”

— NVISION strategy note

Arista’s training program had gone through a significant transition. What was previously offered as SDN Pros had been rebranded and restructured as Arista Academy, and with that shift came a new certification structure aligned to the evolved positioning of the brand.

The change carried real implications for two distinct audiences. Existing students needed to understand how their certification path was affected. New prospects needed a clear introduction to what Arista Academy now offered.

Arista needed a single landing page that could explain the transition, articulate the benefits of the new structure, reassure existing learners about their path forward, and give new prospects a clear way to get started — without burying either group’s needs.

Our Approach

How we solved it

We designed and built the Arista Academy training landing page from the ground up, structured around the realities of the brand transition and the needs of both audiences. Content hierarchy was led by the new positioning. Layout was designed to reduce decision friction. Both audiences served by a single experience.

Step 01

Frame the Transition

Mapped what each audience needed from the page. Returning students wanted answers. New prospects wanted an introduction. Both needed a clear next step.

Audience journey mapping
Content hierarchy planning
Reassurance vs. acquisition copy
CTA flow design

Step 02

Design the Page

Led with the new Arista Academy positioning. Built returning-student answers and new-prospect onboarding into the same flow without compromising either.

Simplified UI patterns
Dual-audience layout
Certification structure callouts
Clean CTA hierarchy

Step 03

Ship to the Date

Approved design built into responsive, developer-ready code. Consultation and QA support all the way through to the June 2, 2025 launch.

Responsive build
Implementation support
Pre-launch QA
Go-live coordination

The Work

What we built.

The brand transition.
SDN Pros retired, Arista Academy launched with a new certification structure. One page had to carry the rebrand for two distinct audiences.

Reduced friction.
Simplified UI and clear CTAs respecting how each audience actually moves through the flow.

The Results

The numbers that matter.

Online revenue

Growing

Year-over-year

Paid, SEO, and email running in concert, compounding on a deeper catalog foundation.

Returning students

Clear

Path forward

Existing learners get clear answers about what changed and what it means for them.

New prospects

Focus

Path to enroll

A focused introduction to the program and a straightforward path to get started.

Brand transition

Held

Without friction

Both audiences served by a single experience that communicates the evolution without burying either group’s needs.

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Turning a brand transition into a conversion path.

A rebrand that risked landing softly with both audiences at once.