INTERCLICK Design & Branding INTERCLICK REBRAND by CA SQUARE

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INTERCLICK REBRAND

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Industry Advertising agencies, Business equipment & services, Advertising & Communication
Media Design & Branding
Market United States
Agency CA SQUARE
Art Director Alejandro Melguizo
Designer Joon-Soo Kim
Released September 2010

Credits & Description

Category: Consumer Services
Advertiser: INTERCLICK
Product/Service: DIGITAL ADVERTISING AGENCY
Agency: CA SQUARE
Date of First Appearance: Sep 16 2010
Entrant Company: CA SQUARE, New York, USA
Entry URL: http://www.interclick.com
Marketing Director: Maria Pousa (Interclick)
Chief Executive Officer: Michael Katz (Interclick)
Corporate Event Manager: Sarah Marcus (Interclick)
Marketing Manager: Michele Resnick (Interclick)
Creative & Strategy Director: Carlos Ferreyros (CA Square)
Art Director: Alejandro Melguizo (CA Square)
Designer: Joon Kim (CA Square)
Project Manager: Linus Lam (CA Square)
Chief Strategy Officer: Jason Lynn (Interclick)
Media placement: Business Card - N/a - 18 September 2010
Media placement: Note Book - N/a - 18 September 2010
Media placement: Folder - N/a - 18 September 2010
Media placement: Photo Of Promotional Box - N/a - 18 September 2010
Media placement: Photo Of Coffee Mug - N/a - 18 September 2010
Media placement: Photo Of Jacket - N/a - 18 September 2010
Media placement: Photo Of Billboard - Times Square, NYC - 18 September 2010

Describe the brief from the client
Design a clear and unified brand system that’s confident, smart, and able to lead the industry with proprietary technology solutions. To overcome the industry’s bad publicity and client dissatisfaction, transparency needs to be at the core of what we do. To change the overall perception the advertising community has of the digital ad networks as being unreliable, unaccountable, immature, and uncertain. Interclick brand should embody all the attributes of the ideal ad network that’s tested and bug free.
To stand out from within the top 25 ad networks, by building a recognizable and memorable brand experience.

Describe the challenges and key objectives
The original logo branding was designed by a friend of the founders, who basically looked at the top competitor websites in the industry for inspiration. Creativity and branding practices were, and continue to be, absent from that industry. All the companies have very low brand recognition.

We want to position Interclick among the tops 6 and be trusted with top dollar clients. To overcome the industry’s bad publicity and client dissatisfaction, transparency needs to be at the core of what we do. In a sense, by rebranding Interclick, we were in essence, helping the industry redefine itself.

Describe how you arrived at the final design
The logo holds the essential branding components. It serves as the launching pad for growing the system, and expands into sub-brands and parallels. The sphere represents a vision of how Interclick connects consumers with brands, consumers with other consumers, publishers and other brands; and how Interclick selects the most relevant data to identify, target and deliver successful campaigns for advertisers. A dynamic system of colours, shapes and lines combine to create a memorable, unique and engaging experience of the brand - the people, the work and the vision of a unified company that is reshaping and defining the digital ad industry.

Give some indication of how successful the outcome was in the market
Stock price increased 65% in 3 months after the new brand was released – going from $3.86 a share to $6.39.
The company closed Q4 201, right after the rebrand, it was a 78% increase year-over-year growth. Revenue was $38.9million compared to $21.8million in 2009.
The brand was recognized by a few publications including Brand New, and it was deemed as a "great evolution story".
We did a brand assessment with the agency, partners and expert contacts : "All respondents viewed this rebrand strategy as an upgrade and the right move, that will help us differentiate in a saturated industry."