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Re-imagining DoubleClick

Details

Year:2015

Office: New York

Services:

  • Experience Strategy
  • Idea Management
  • Information and Product Design
  • Technology & Engineering

From industry leadership to thought leadership – how DoubleClick found their brand purpose.

DoubleClick has been among the world’s leading ad technology companies for nearly two decades. But, even the term “ad technology company” conjures up images of wires and data, moving units from one point to another.

DoubleClick is a driving force in how brands connect with consumers across all digital touchpoints in the moments that matter. DoubleClick brings advertisers and publishers together. It is a company of innovative people, who are defining what the next generation of advertising looks like. When we were asked to help DoubleClick redefine their image and bring a renewed brand purpose to life, we didn’t take the task lightly.

The Brief

DoubleClick is an intermediary between advertisers and publishers; rather than appear to be purely a technology provider, they tasked Beyond with conveying their more human touch in a reimagined brand personality.

DoubleClick needed a new visual identity and a new website that accurately represented the industry powerhouse they are. Connectivity had to be at its core, with emphasis on the symbiotic relationship they create between advertisers and publishers. It also had to accurately portray their brand personality.

The Process

As part of the visual identity, we had to rethink not only the logo but the color palette, typography, iconography, and photography. Where to begin? With research and insights of course!

DoubleClick had previously done research to understand who they are as a brand. The first thing Beyond did was boil down these insights during a series of workshops. We held workshops 2-3 times a week to discuss the findings, eliminate peripheral insights, and get to the core of what the DoubleClick brand was. It was a very iterative process. A core principle of the work was from Applied Creativity: ‘Quality is a condition from quantity’, and we continued to produce lots of options and ideas as we focused in on our recommendations.

Looking at the design of the logo, we worked with Google’s design system, Material Design, which looks at digital design as a way to illustrate the physical world. As a result, it was a physical process to develop the logo. For example, we printed out rings and did light studies to see the effects of light and dark on them so we could incorporate this into the design (this would normally be a totally computer-bound process).

Through constant collaboration with DoubleClick, the rich insight we kept coming back to is that DoubleClick as a brand and a company is a connector – a connecting of audiences, bringing the publishing and advertising sides of the industry together. As such, the logo became a manifestation of that connection, showing two, fluid interlocking rings. This fluidity and connectivity became the central design technique that ran through the entire brand and web identity.

Once we had the visual identity locked in, it was time to apply the new look to a new DoubleClick website. We wanted to give DoubleClick a highly visual, immersive website with content at its core. We significantly simplified the IA to prioritize consumer needs and benefits over products. The end result is a dynamic, fluid, website experience.

The Results

The final concept encompassed connection and integration to convey how DCLK work to lessen the friction between their various client bases, in a flexible, innovative way. DoubleClick is a shining example of Google’s increasing focus on design. Material Design standards were at the core of everything we produced, from the logo to the website. We took this as a foundation and still found a way to give DoubleClick its own unique identity.

DoubleClick debuted its new look last month at its annual conference, the DoubleClick Leadership Summit (DLS) in Key Biscayne, Florida. DLS brings together their large advertiser, agency and publisher partners to discuss the future of digital marketing. After 6 months in the trenches, it was really exciting to see the new logo up on stage!

Two months after the launch the average site duration more than doubled, and average pages per visit increased by 54%.

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