The project initiated with a two-day workshop session at their global HQ in Kansas City where we met with their executive team to gain a greater understanding of the business and specifics of their objectives.
Following a series of acquisitions the business had a complex and diverse product offering which was often complicated for customers to navigate and understand their full proposition and service offering.
Upon return to the UK we approached the project by firstly defining a comprehensive brand architecture positioning AdKnowledge as the group entity under which their individual products we operated. This brought consistency across the group and enabled a greater opportunity for cross selling between the business units.
We then explored a refresh of the brand identity. The device reflects the three customer stakeholders and positions AdKnowledge as the corporate brand. Our approach enabled the sub-brands to express the personality of their individual offerings within a collective corporate identity.
The dot matrix created for the visual language communicates the businesses ability to use data profiling to communicate relevant and engaging content in a highly targeted way. It also creates a unique play on digital by aligning to the behavioural nature of the data.