Here, we speak with our practitioners about our brand identity work for Adswerve, the award-winning data, media and tech consultancy and leading Google and Adobe partner. Learn more about the new Adswerve here.
Tell us about Adswerve. Why a rebrand?
Marisa Greene, Associate Brand Strategist: Adswerve is a respected organization in the tech space. While known for being a leading provider of Google and Adobe, they have evolved beyond this. Now, they create holistic data, media and technology solutions for the top agencies and brands around the world. Yet their own brand wasn’t telling this story, nor was it truly reflective of their boldness. We came in to codify how they stand out in the market as a consultant with both personal attention and excellence at scale. Their new brand position, to unlock the power and potential in every marketer, emerged from a highly collaborative effort between our teams and theirs. It positions their clients as the heroes and Adswerve as the experts, helping marketers view change as opportunity.
What led to such a successful outcome, internally and externally?
Lauren McDermott, VP, Senior Client Partner: This was such a wonderful partnership experience, with mutual chemistry and commitment. We worked together with our Core Team to bring the C-suite into the process early and often. At every stage in the process, we co-ideated and challenged each other to push the ideas forward, which ultimately helped the work sing. Without that commitment, a brand can sit on a piece of paper. But it’s the people that truly bring it to life and turn it into a North Star for every single thing they do.
Lisa Kane, Group Director, Strategy: We had the honor of joining the Adswerve team for the internal launch of their new brand, including a panel with the C-suite and facilitated sessions with every team. The energy in the room was infectious and it was exciting to see the Adswerve team wearing their new brand colors–fearless pink and sunny yellow–with pride. Everyone in the leadership team had a story to tell about what the new brand promise meant to them and what it would mean for the company in terms of business transformation.
Tell us about the Adswerve story. Why did it lead to such a positive reaction from internal teams?
Analicia Sotelo, Associate Director, Brand Communication: From the outset, we knew that this was a company with a culture of brave ideas and rigorous innovation, but it was also fun. The Adswerve mascot, the wise philosopher Thales, felt a bit dated than the character of the people behind the brand. With their new tagline, “Move Fearlessly Forward,” Adswerve can now showcase their unique character and shared commitment to handling any industry change with an unmistakable fearlessness.
Speaking of innovation, what did we do during this project to push the possibilities?
Simrit Brar, Creative Director: Color is a tremendous signal for change. With our experience working with tech companies in the space, we encouraged a more consumer-centric approach to the visual identity. Instead of pale greys and blues, the comfort zone of tech, we introduced optimism and daring through bright pink and yellow. This 180-degree turn from Adswerve’s original brand colors helped reposition the brand as a leader in the space—one you can’t ignore.
Analicia Sotelo: Our teams work on every component of the brand identity together—strategists, writers and designers. We also used AI as a baseline for what the “sea of sameness” looks like in the tech industry, sharing the most common used words in storytelling so we could make sure we were pushing the language to stand out from the tone of voice to every element of the messaging strategy.
What was the overall impact of this project?
Lauren McDermott: Adswerve is a powerful player in tech, and they will only continue to grow their business. While this brand just launched, we’re already seeing incredible outcomes. The organization has rallied around its vision for the future and is already implementing new ways of working. With a new brand platform, architecture and visual and verbal system, they’re telling a clearer story about what they offer. Ultimately, Adswerve is now the place for customers who want a partner who isn’t just going to do the work at hand—they’re an integrated part of the team. And that’s something you don’t get everywhere.
Today marks a significant milestone as we unveil our new brand identity, reflecting our relentless drive to solve our clients’ toughest challenges and deliver beyond their expectations.
—Roger Berdusco, CEO, Adswerve
