BUILDING A BRAND AS BELLWETHER
A brand is so much more than a logo. It places a stake in the ground, declaring guiding beliefs, operating values, a visual personality, and a tone of voice. Together, those elements act as a guiding light, giving companies a standard to hold themselves to and a unified front to present to the world. The brand we built for Rollworks had to capture everything they embodied and everywhere they were heading.
NAME. SET. MATCH.
When we came aboard, the client had defined RollWorks as the new parent company name, but we saw RollWorks as perfect for B2B. Why? B2C customers already knew and understood the AdRoll platform, and “Works” had the echo of B2B within it.
WHAT’S IN A LEGACY?
Just how much influence should the legacy AdRoll brand have in the design of the new logos? Great question. Given that (a) the AdRoll brand had solid equity in the market, and (b) all the logos had to work together as a family, we stayed loyal to key elements of the existing AdRoll brand.
Icons and Illustrations
We opted for an illustration style that’s high-energy and positive with a hint of whimsy, avoiding clichés in favor of unique metaphors. When big things happen — wins, connections, and accomplishments — we use a light touch and a splash of sparkle.