Adswerve
A fun, fearless transformation
Repositioning a leader for a bold, exciting future
Challenge
Adswerve is a powerful player in the tech space best known for being a leading Google and Adobe partner. But Adswerve is also much more. Over the years, the company has evolved to offer inventive media and data solutions for prominent agencies and brands. Yet, Adswerve’s brand wasn’t quite communicating this. It needed a new external identity that reflected the real richness within.
Insight
It was immediately obvious they had something special and untapped. Adswerve didn’t just have incredible consulting capabilities, it was also full of bright, fun people. We discovered a culture of intelligence, innovation, and whimsy that was pointedly unique.
We knew we had to reflect this across every aspect of the brand.
This demanded close partnership. Not just within our strategy, verbal, and design teams, but between Siegel+Gale and Adswerve’s leadership. So, we brought the C-suite into our process early and often, ensuring that every step of the rebrand was done with attentiveness, intention and collaboration.
From in-depth stakeholder interviews to competitive analysis across the category, we determined the crux of the challenge: the world perceived Adswerve as too staid. This meant digging into positioning, personality, look, feel, sound—all the aspects of brand expression—to define what a bold, authentic identity could mean for Adswerve.
Answer
Together, we created a positioning that declares Adswerve’s promise “to unlock the power and potential in every marketer”—a statement that presents Adswerve as a dynamic expert and its clients as capable heroes.
This vibrancy is also imbued in every brand asset and touchpoint. As part of the lively verbal identity, the new tagline, “Move Fearlessly Forward,” fully embodies what Adswerve is truly about. The visual system is also charged with this verve; popping with vivid pinks and yellows (in a category that tends to stick to pale blues and greys).
With a whole new attitude, Adswerve is telling a truer, more fearless story about who they are and what they offer.
Many people associate a 'rebrand' with fixing something. But here, nothing is broken. Adswerve is incredibly successful, and we’re honored to help the company build a brand that better reflects who they are and where they're going.
Lisa Kane, Group Director, Strategy, Siegel+Gale
