AdRoll Rebranding and Repositioning (2018-2020)

Team

Shane Murphy VP of Marketing
Kevin Garcia Head of Product Marketing
Jesse Vaughan Head of Creative (Brand & Design)
Brand and Design Team (direct reports)

  • Kash Vang Sr. Graphic Designer

  • Megan Peterson Web Designer/Developer

  • Giulianno Lopez Sr. Copywriter

  • Caitlyn Crites Visual Designer/Illustrator

  • Staci Degagne Associate Director of Film

  • Anjuli Papineau Design Intern

Focus

Brand Development

Timeline

Q3 2017 - February 27th, 2018 (launch day)

Challenges

  • Company repositioning as a software platform

  • All messaging and visuals needed to be overhauled to tell a brand new story in marketing

  • Very little base direction and very short turnaround

Goals

  • Create a core message more connected to benefit

  • Build a foundation for scaling the visual identity

  • Tell a more customer-centric product story

Responsibilities

  • Work with the head of product marketing to develop new brand messaging

  • Use new messaging to create and present visual direction to executive stakeholders

  • Direct and oversee creative ideation and production including website design/development, illustration, and copy

Results

  • Launched all new materials on schedule including an entire new website, rebuilt from the ground up

  • Developed messaging and visuals connected to our core platform benefit

  • Built visual and verbal identity standards that continue to serve as foundation for AdRoll brand evolution

Learnings

  • Understanding our product and the problems it solves for our customers leads to more informed creative development

  • More informed creative development leads to more connected ideas, a broader spectrum of creative options, and overall more fulfilling visual and verbal problem solving