THE BIG REBRAND
Smart AdServer, DynAdmic and LiquidM are now Equativ
I’ve led various positioning projects over the years, but I'm especially proud of this one. This was a complete rebranding and renaming of three brands under a single identity. We saw this rebrand as a critical step in our post-merger integration of the three companies and as key to building enterprise value in preparation for our successful recapitalization.
I had full responsibility for the project project which began with writing and presenting the rationale to internal stakeholders and our investors. It quickly segued into agency research and evaluation, writing the RFP and managing the entire RFP and selection process, project definition and scope, negotiation, contract management, and all the other nitty gritty details to get the project approved and off the ground.
My team and I managed the agency and various internal teams through an extensive internal and external discovery process, creation of a unified brand story, new name selection, trademark search and clearance, logo, and visual identity. We also managed internal project communications, keeping the entire company up to date on our process and engendering a strong sense of inclusion among all employees. This culminated in an internal reveal and launch at an all-company event in Barcelona, Spain. We also managed the external comms to clients and the entire world via PR, paid media, and social media. The very first public physical activation of the brand was on our newly-Equativ-branded yacht at the Cannes Lions International Festival of Creativity. Our massive sail and branding could be seen from all over Cannes and was the talk of the event. Boom!