Brand Identity Refresh
Company
Lotame – a global B2B data, audience management and advertising technology company
Role
Design Director
Deliverables
Brand Identity Design, Design Research, Workshop Facilitation, Brand Guideline Development, Project Management, Collateral Design
Business & Marketing Goals
Brand Awareness, Scaling Brand Identity, Establish Brand Authority
Background
Lotame was gearing up for the launch of their new customer platform, Spherical, and wanted to refresh the company’s visual identity at the same time. The team wanted the new identity to tap into the exciting and innovative launch of Spherical, as well as the need to present a helpful, calming solution to the challenges presented to digital marketers in today’s adtech landscape.
Shortly after starting at Lotame, I mapped out a process that would include design research and discovery, moodboarding, and brand guideline development all within a few short months.
My goal was to make data-driven design decisions to maximize the impact of the new branding and stand out among industry competition.
Research & Discovery
I prioritized developing relationships across the organization in order to conduct research as quickly as possible. My process included:
Reviewing existing buyer personas, target audiences, and positioning, which were gathered from several teams, and condensing them into easy-to-understand personas
Conducting comprehensive competitive research and taking notes in Figma
Facilitating a 2-hour brand identity workshop with key stakeholders to align on brand personality and attributes
Crafting a design discovery report, encompassing research findings, design recommendations and brand attributes
A sampling of pages from the design discovery report, including competitive analysis, design element recommendations and brand attributes.
Identity Design Process
I created several moodboard concepts, and presented them alongside our new brand attributes to executive leadership and the sales team during an on-site retreat.
After multiple rounds of iteration, a concept was chosen. I collaborated closely with our Senior Designer to design a color palette, typography, patterns and photography guidelines.
The color palette was a modern take on the company’s previous palette, with several shades of green and high contrast accent colors. These colors were chosen to allow us many color combinations that would meet web accessibility guidelines.
I redesigned all of the company’s website graphics, focusing on creating designs that tell the story of our product and make our complex technology easier for users and prospects to understand.
The final look and feel, as presented to key stakeholders. Each visual element has a brief explanation to provide rationale for all design decisions.
A selection of pages from the new brand guidelines
New website graphics designed to tell the story of Lotame’s products and services
Collateral Design
& Roll Out
With over 15 years of history, Lotame possessed a wealth of marketing collateral under various brand identities from over the years. Organizing, archiving and redesigning these materials was a large, collaborative undertaking. My process included:
Finding and listing all collateral materials on a Google Sheet, including columns for location, content owner, deadlines and priority
Determining which materials should be archived, devising an archiving process and communicating with our sales and customer success teams
Working closely with marketing, product marketing and sales to ensure content was up-to-date
Creating templates to make production more efficient
Overall, the design team archived nearly 200 materials and redesigned over 60 pieces of collateral, including one sheets, reports, slide decks, website graphics and other design deliverables.
Examples of the many materials that were redesigned, including long-form guides, social graphics and display ads.
Impact
I presented the new identity to the entire company and trained smaller teams on how to work with the new materials, including pitch decks and logo usage. With the completion of the brand redesign, Lotame was ready to unveil its new visual identity in tandem with the launch of the Spherical platform.
The final piece of the puzzle is the corporate website. A full website redesign and backend overhaul is scheduled for Q4 2024.
A brand is never complete; the design team continues to push the boundaries of the brand to keep visuals fresh and exciting.