Brand Identity Refresh

Company
Lotame – 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 its new data collaboration 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 defined and led an accelerated brand refresh 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 refreshed system also created a cohesive visual foundation for introducing Spherical as a distinct platform while keeping it clearly connected to the broader Lotame brand.

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.

Launch

The brand identity refresh was timed to launch alongside the company’s new platform, Spherical. The platform was premiered at a global industry event, of which Lotame was a principal sponsor.

Working alongside the marketing team, I scoped, managed, and produced dozens of campaign deliverables for our event activation space, keynote presentation, and digital promotion.

Our CEO, Andy, delivering his keynote speech alongside the deck using our new brand identity suite

Samples of activation materials promoted during the event

Digital promotion materials to support the platform launch

Impact

I introduced the refreshed identity to the entire global organization and trained smaller teams on how to use the new system, including pitch decks, templates, and logo standards.

The rollout created a more cohesive brand across digital, campaign, event, and sales touchpoints while giving internal teams clearer tools and templates for producing consistent work more efficiently.

My philosophy is that a brand is never complete. Since the launch, I have continued to evolve the system and push its visual boundaries while maintaining consistency and accessibility.