NEW YORK CITY, NY, JUNE 15, 2017 GroundTruth, the location technology company that drives results with real data, today announced their collaboration on a rebranding effort with Siegel+Gale.

GroundTruth’s proprietary Blueprints location technology offers customers precise targeting to gauge business health, shape product design and drive sales. To signify the precision and scale of their data, Siegel+Gale developed a new brand positioning that leads with how to create, sell and innovate by building your business off something real – location. Siegel+Gale also developed a new messaging toolkit and digital experience for the GroundTruth brand.

“There are countless ways businesses can utilize location data,” said Nancy Hansell, strategy director, Siegel+Gale. “GroundTruth’s new brand expresses their unique ability to reach people in the moments that matter. That’s significant because location reveals your behavior, your priorities and what’s truly important in your life. The rebranding effort reinforces how harnessing the power of location reveals customer behaviors, business health and intentions like never before.”

“When faced with the question of whether to rebrand, we knew we had to jump on the opportunity to elevate our technology and evolve outside the ad tech space,” said Monica Ho, chief marketing officer, GroundTruth. “This rebrand comes at a pivotal time in our growth and allows us to tell a bigger story around location, setting us up for the next ten years of innovation.”

Siegel+Gale developed an identity system inspired by GroundTruth’s new brand values: be real, be inventive and be relentless.

Visual identity elements include:

  • The logo resembles a location marker and a GT monogram representing GroundTruth’s mission to create location as a category;
  • The bright, neon color palette reflects the personality, tone and energy of GroundTruth;
  • Integrated everyday real-world imagery ties into the role of people and place;
  • The sanserif typeface adds a traditional tone to the brands aesthetic;
  • The emoticon toolkit brings a simple character set to life in everyday communications.

“We developed an iconic and energetic visual identity for GroundTruth to express what differentiates them: the ability to build off real moments with precision and accuracy to drive business results for customers,” said Austyn Stevens, creative director, Siegel+Gale.

About GroundTruth (formerly xAd)
GroundTruth is a global location technology company that drives results with real data. We believe in the power of place. Build your brand, increase sales and more by building off what real people are doing in the real world, mapped using our proprietary Blueprints technology. GroundTruth delivers superior consumer insights by seeing more people and places than anyone else, with an unrivaled first-party database of 95 million active monthly users and 17 million active daily users, across 100 million places and points of interest. GroundTruth currently serves 21 countries globally. Learn more:

About Siegel+Gale
Siegel+Gale ( is a global brand strategy, design and experience firm. Using facts, intuition and creativity, we blend science with art, unlocking the power of simplicity to help organizations realize their full potential. Since 1969, Siegel+Gale has championed simplicity for leading corporations, nonprofits and government organizations worldwide. We have offices in New York, Los Angeles, San Francisco, London, Dubai and Shanghai, but we’re willing to fly just about anywhere. We’re also not alone. As part of the DAS Group of Companies, we have strong partners all around the world.

About the DAS Group of Companies
The DAS Group of Companies, a division of Omnicom Group Inc. (NYSE: OMC) (, is a global group of marketing services companies. DAS includes over 200 companies in the following marketing disciplines: specialty, PR, healthcare, CRM, events, promotional marketing, branding and research. Operating through a combination of networks and regional organizations, DAS serves international, regional, national and local clients through more than 700 offices in 71 countries.


Patrick Gough
Marketing Director, Siegel+Gale

Molly Muldoon
Associate Public Relations Director, Siegel+Gale

Read more: SMPL Q&A: Nancy Hansell and Austyn Stevens on GroundTruth’s transformation of the ad tech space