In 2015, new leadership and new business strategies demanded a new look and feel for the Rocket Fuel brand. Earlier Rocket Fuel branding was designed to be friendly and approachable to make customers comfortable with the emerging technology of AI-powered programmatic advertising. But once the audience was more educated, the brand needed to move away from it’s original “cute and cuddly” positioning and towards a more premium look and feel.
All-new assets created included a print campaign, web campaign, a redesigned website and a revised Brand Visual Standards book.
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Client
Rocket Fuel
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Role
Creative Direction, Brand and Marketing Strategy, Art Direction (photo & video)
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Creative Collaborators
Kaitlyn DiGangi, Cultivator Labs, Tom Cunniff, Matt Peyton
In 2015, new leadership and new business strategies demanded a new look and feel for the Rocket Fuel brand. Earlier Rocket Fuel branding was designed to be friendly and approachable to make customers comfortable with the emerging technology of AI-powered programmatic advertising. But once the audience was more educated, the brand needed to move away from it’s original “cute and cuddly” positioning and towards a more premium look and feel.
All-new assets created included a print campaign, web campaign, a redesigned website and a revised Brand Visual Standards book.
