AdRoll Rebranding and Repositioning (2020 - present)

Team

Jason Finkelstein VP of Marketing
Laura Smaus Director of Product Marketing
Laci Long Growth Marketing Manager, Website
Jesse Vaughan Head of Creative (Brand & Design)
Brand and Design Team (direct reports)

  • Staci Degagne Associate Art Director

  • Monika Hoex Sr. Web Designer & Developer

  • JP Flores Graphic Designer

  • Erin Nelson Copywriter (contract)

  • Sara Roma Illustrator (contract)

Focus

Brand Development, Web Development

Timeline

Q1 2020 - present

Challenges

  • Previous branding did not scale well

    • Many colors were not web compliant and were thus not usable within the product

    • Overall palette didn’t translate well to print

    • Heavy reliance on gradients

  • Typefaces were not consistent across company business units

  • Illustrations were inconsistent in style

  • Photography was overstylized

Goals

  • Reimagine our core brand identity to better align with an ecommerce audience and address visual challenges

  • Focus on web scaling and efficiency

Responsibilities

  • Develop brand persona and artistic direction

  • Provide creative direction on branded graphics

  • Design and develop core website pages

Results

  • Launced an entirely redesigned and rebuilt website with updated branding and messaging

  • A new and robust catalog of branded illustrations

  • Comprehensive visual brand guidelines for use within both the marketing and product design teams

Learnings

  • When presented with limited resources, we shouldn’t let perfect be the enemy of good

  • Our previous branding efforts were thorough, but ultimately weren’t able to quickly adapt to product marketing repositioning

  • Before embarking on brand updating we need to understand our audience and our market as thoroughly as possible