VIOOH brand repositioning
and evolution

Strategy by Radda Brand

Repositioning VIOOH as the people driving change within the OOH advertising sector

Brand strategy, Brand identity, Digital design,
Guidelines, Roll-out

Challenge

In a world that is constantly evolving and becoming increasingly focused on digital, VIOOH help advertisers and media owners stand out from the crowd and keep up with their audiences. Through intelligent technology and smart people, they help media owners, agencies and brands to maximise the potential of out of home advertising. Their platform uses the latest programmatic tech to enable real-time trading and allow brands to pause, pivot and personalise campaigns. It also lets them target specific audiences at specific times based on consumer data.

As the market evolved and VIOOH grew their business, they needed a brand refresh to help define their position as leaders; driving change within the OOH sector.

+ Solution

After some in-depth analysis of the existing brand and competitor landscape, our strategy partner, Radda Brand, developed a new brand platform led by the overarching promise of ‘Changing the conversation’. This made way for us to create a refreshed visual identity with transformation at its heart. With certain brand elements off limits, we focused on creating a striking and unique visual language that illustrates the brand’s key messages, highlights the importance of change within the sector and perfectly reflects VIOOH’s unconventional personality. A new, more varied and vibrant colour palette forms the backdrop for a range of brand imagery that depicts unexpected and playful object combinations. These images are partnered with direct, progress driven messages which are informed by a newly developed tone of voice.

As we rolled the refreshed brand out across the website, reports, presentations and merchandise, we also developed a supporting visual thread and an icon suite all based around the diamond shape found within the existing logo.