Tapad
a part of experian
A global leader in digital identity resolution, Tapad enables marketers to correlate devices to varied objectives, driving campaign effectiveness and business results. Tapad is recognized across the industry for its product innovation, and was acquired by Experian in 2020.
Project
Brand Refresh + Corporate Website + HQ Move
Objective
Launch new corporate site to distill and articulate Tapad’s global value proposition and related content, as well as refresh branding. Given an upcoming office move, the brand refresh provided the perfect platform to showcase the company’s creative and innovative culture
Results
Established new visual elements, tone and direction after extensive content audit; ensured consistent distribution across all marketing channels.
From new brand and taxonomy to site launch in under 120 days; including content creation.
Move to new HQ — from naming to branded relocation within 6 weeks, including holidays.
Scope
Brand audit, strategy, identity + guidelines
Value proposition, positioning + messaging
Copywriting
PR
Site UX / taxonomy
Internal communications
New HQ branding
New sales pitch
Moving toward clarity
PREVIOUS BRAND HURDLES
Unclear, marketing jargon and inconsistent vernacular
Web accessibility issues and overuse of gradients
Content did not speak to “why Tapad?” or align with audience pain points
Use of dark gradients and graphic overlays on photos
Disconnect between images and content, irrelevant use case
Icons did not convey meaning explicitly
UX & AUDIENCE ORIENTED UPDATES
New audience-centric solutions in navigation
Color calibration for web accessibility
Custom data visualization to clarify key points
New flat iconography to support value prop
New photography to focus on consumer benefit
Combination of stock and real employee photos
Tapad.com
An improved homepage with clear, concise value prop front and center for prospects + solutions by audience UX
With the brand refresh, there was an opportunity to utilize visual diagrams and elements to explain complex concepts.
HQ move to 551 Madison Avenue
Each department selected an inventor to name a conference room at the new office location. Marketing created branded, descriptive environments to represent aspects of each inventor, their life and contribution to the world. Scroll through the gallery and see how it came to life!
