Brand Identity
Simpli.fi is an ad tech pioneer, known for challenging industry norms and delivering standout point solutions. They wanted to shift their narrative toward a cohesive platform story, one that captures how they empower agencies and brands to navigate the rapidly evolving landscape of advertising. Our mission was to craft and launch a fresh brand identity that could tell this story powerfully, positioning Simpli.fi for growth in an uncharted future.
This visual identity was a proposed direction and was not chosen as the final design.
Art Direction:
JoJo Pardee
Keggen Griffith
Rima Massasati
Copywriting:
Tone of Voice
We are the brainy sidekick, the creative, flexible problem-solver every marketer needs, offering unique perspective and unforgettable insight.
We approach the audience from a position of teamwork.
Process
Digital sketches of a chameleon exploring the interplay of positive and negative space, intricate line work, and abstract design elements.
Our Approach
Touches of personality. We use devices like alliteration and repeated rhythms to drive our points home.
Continuing conversation. We address the reader early and often, and foster a sense of dialogue.
Humorous moments. When (and only when) we’ve made our point clearly, we’re willing to use humor to make our writing accessible and engaging.
Why it works
Highlights our unique approach to success through
a combination of our data (deeper understanding of human behavior), partnership approach (human, friendly, accessible) with our vision and innovation (adaptable, evolving, trusted)
Visually and verbally taps into our values of fun, collaborative, and trustworthy by elevating a brand personality that can get results without taking itself too seriously.
Wildly differentiated in a B2B category with a conversational tone and visual delight that is usually reserved for B2C.
