Marketing engagement behemoth Marketo approached us to redefine their brand identity after more than a decade operating under the banner of purple growth bars. Known to every marketer who hasn't been living under a rock, Marketo was rich in brand equity and loyalty but lean on a scalable, modern system. As happens when companies grow quickly, numerous sub-brands and assets had been hastily added over the years with little cohesion. Even the iconic purple suffered from inconsistencies in application. Marketo’s content-rich brand experience needed clear hierarchy and strategic streamlining, and the visual and verbal identities warranted a fresh face for a bold and best-in-class company at the top of its game.
Growth redefined. The future of marketing is here.
We quickly exposed the limitations and shortcomings of the existing brand experience during an in-depth strategy process that began with an onsite kickoff in San Mateo with key Marketo executives and stakeholders. This experience helped us to intimately understand the dynamics of the company and the myriad challenges that we needed to address in the rebranding project. It also set a solid foundation for a working relationship that would sustain us in the many long months to come.
Brand Strategy revealed the significance of the numerous components of existing brand equity, from the rallying of the internal team around the iconic purple, to a noted consumer appreciation for the familiarity and approachability of the revenue bars. It was determined that a brand refresh would play on the awareness that Marketo has earned, and compete less with existing living assets. Therefore, our main objectives for the refresh became to mature the brand, create scalable and consistent brand visuals and applications, define and execute communications that felt relatable and inclusive, and to embrace boldness through secondary elements that tell the story of technological advancement, thought leadership, and a passion for the marketer.
I couldn’t be more proud to have you as our trusted partners in all things related to our brand.Sarah Kennedy, CMO at Marketo
We endeavored to create an identity that honors the Marketo history but projects a strong vision of the future.