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Creating the Brand Identity for a Digital Out-of-Home (DOOH) Advertising Platform
Completelogo, color system, typography, guidelines
Brand Identity Delivered
Pitch deck, one-pager, digital assets
B2B Collateral
The Challenge
A digital out-of-home (DOOH) advertising platform — connecting advertisers to digital screens across public spaces — was entering the market with no visual identity. The brand needed to communicate technological sophistication, advertising reach, and platform credibility to a target audience of media planners, advertisers, and agency buyers who are visually discerning and quick to judge credibility based on brand presentation.
Our Strategy
We approached this as a visual communication problem: what does a modern DOOH platform need to look like to be credible to a sophisticated B2B advertising audience? The identity needed to balance tech-forward precision with advertising-world dynamism.
Execution
Discovery phase: brand positioning, target audience mapping (advertisers, media planners, agencies), and competitive landscape review
Logo concept development: multiple directions explored across symbol, wordmark, and combination mark approaches
Logo refinement through structured feedback rounds to final approved mark
Visual identity system: color palette, typography, spacing and grid principles
Brand application across key B2B touchpoints: pitch deck template, one-pager, and digital assets
Brand guidelines document for consistent application across all channels
Key Takeaways
- ✦For B2B advertising technology platforms, brand identity must signal credibility to sophisticated media buyers — first impressions in pitch decks are decisive
- ✦A clear visual identity shortens the B2B sales cycle for a new-to-market platform; looking established builds trust before a conversation begins
- ✦Brand identity for AdTech must extend immediately to pitch decks and case study templates — the most common brand touchpoints in the sales process