Patch Notes: People Edition – Meet David Bach!

Scaling a company through hypergrowth isn’t just about building great products (though that plays a big part). It’s also about building a brand that stands apart in a crowded market. In tech, where features can look similar, and innovation moves fast, brand and design become powerful differentiators.

At NinjaOne, our bright, bold aesthetic and clean, modern feel aren’t just intentional design choices — they reflect who we are as a company. At the center of our simple but high-velocity brand identity is David Bach. He leads a fearless brand + design team that constantly raises the bar on how we show up in the market, while ensuring we adhere to the core brand principles that make us NinjaOne.

We sat down with Bach recently to learn about his philosophy on brand and design, all the projects he and his team juggle in a day, and how he keeps creativity thriving as NinjaOne continues to grow. Let’s get to know Bach.

Tell us about yourself. What do you do at NinjaOne?

Hi! My name is Dave Bach, but I just go by “Bach” these days. I’m the Senior Director of Brand and Design here. When I started at NinjaOne almost four years ago, we had somewhere around 20 Davids out of roughly 400 employees. When we ended up with three Daves on a five-person call, I lost my first name. 😊

How would you describe NinjaOne’s brand?

My favorite definition of “brand” is a comment made by the product and aural designer Emar Vegt. He said, “Brand is the sound of a BMW door closing.” Every single detail is what creates a “brand.” Every interaction with customers and fellow employees, every conversation, every email, and every visual that we share, no matter how big or small. Brand is the entire experience.

For NinjaOne, I focus on these five attributes when describing our brand.

• Simplicity:Our product is clean, simple, and easy to use. Complexity is our arch nemesis. Our brand is reflected in the product and in our visual approach.
• Velocity: Speed with power behind it. Getting things done — and getting them done fast — is a main focus of our product. NinjaOne is a force multiplier.
• Efficiency:Making our customers more efficient is a top priority for NinjaOne. Limiting repetitive tasks and freeing up time for IT teams.
• Honesty:Being upfront and sincere in our daily interactions with customers and colleagues.
• Kindness:A company value AND a brand attribute. We don’t just talk about being kind. Our customers appreciate us for being genuine and sincere in all our interactions with them.

What does a typical day look like for you?

My day is usually a mix of reviews and creative direction for design and video projects. Things like brochures, web pages, event booths, brand videos, and animations, etc. I also spend time setting the direction and creating concepts for things like brand campaigns and larger creative initiatives. As our team grows and creative requests multiply, I’ve also worked to enable my team and ensure they have the tools and resources they need to succeed.

How do you balance keeping the brand consistent, while staying creative as the company scales?

For me, consistency of visuals and messaging is key to maintaining a brand through hyper-growth. Even if it can appear boring or monotonous, a consistent approach helps customers and prospects recognize our work from the silly amount of vendor marketing visuals they see every day.

Consistency = Familiarity
Familiarity = Credibility
Credibility = Stability
Stability = Confidence in a brand

Once you set those guardrails for consistency, you can introduce creativity. But consistency makes creativity more powerful.

What is the most important thing you’ve learned at NinjaOne so far?

I’ve learned that genuinely sincere leaders who treat people with kindness and respect garner a lot of trust, which in turn creates an amazing work culture. When your leaders listen to you, give others credit where it’s deserved, own their own mistakes, and are transparent about their decisions, it makes everyone feel safe to speak from the heart, try new ideas, and be more creative without worrying about being shut down. There’s no drama and no second-guessing —  just real teamwork.

What are you passionate about outside of your career?

I love hanging out with my wife and kids. Keelie and Von are “all growed up,” but it’s still great to see them as much as possible. I play ice hockey three times a week. On the weekends, I like to go do fat-tire bike rides in the snow or on the beaches. And I love surfing. I don’t surf in the winter anymore, but I get in the water as often as I can during the summer here in Maine. I also love to fish when the opportunity is there. My son and I went to Alaska for an unforgettable salmon fishing trip not too long ago.

What’s a brand (inside or outside of tech) that you admire, and why?

I’d have to say Apple. I know it’s an expected answer, but they have done such an amazing job staying consistent over the years with their visuals, messaging, and UX. They are the cream of the crop when it comes to minimalistic design and messaging, as well as intuitive, user-friendly product experiences. They have literally changed our lives and made us emotionally connected to technical products.�

That’s all for this Patch Notes: People Edition! Inspired by thoughtful design and collaborative teamwork? Excited to help shape how a fast-growing tech company shows up to the world? Explore open roles at www.ninjaone.com/careers. There’s never been a more exciting time to build with us.