Drawbridge Goes Beyond Devices with Updated Branding
Drawbridge today announced an evolution in the company’s brand messaging and creative language that elevates its positioning from being device-centric to being consumer-centric, speaking more to the company’s “people technology.” As part of its brand refresh, Drawbridge, which enlisted San Francisco based brand strategy firm Emotive Brand, unveiled a new logo, brand video, as well as an updated tagline – Go beyond devices. Say hello to people™. The company’s website, www.drawbrid.ge, has also been completely rebuilt with a fresh integrated newsfeed as the social centerpiece.
“Understanding consumer behavior and connecting brands with people is at the heart of what we do, so it’s natural that the we represent ourselves in a consumer-first manner,” said Drawbridge VP of Marketing, Brian Ferrario. “Though Drawbridge helped coin the term ‘cross-device,’ it’s actually a bit misleading. The ultimate goal for marketers isn’t to engage with devices – it’s to engage with consumers. Devices don’t buy things, grow affinity with brands, or help amplify brand messages. People do. And our new brand strategy reflects that.”
Ferrario goes into further details on the new brand, including sharing a brief video describing how the brand updates led to the company’s new logo in a blog post on the Drawbridge site.
“It was clear from the beginning that the Drawbridge leadership team wanted a brand strategy that would differentiate their technology in the crowded ad-tech market,” said Tracy Lloyd, co-founder of Emotive Brand. “We developed a purposeful brand promise to highlight Drawbridge’s commitment to celebrating individuality. Drawbridge’s brand strategy touches on a more human and emotive reality of how people interact with brands. The unique visual identity represents connectivity with a human touch and will serve as a strong foundation for Drawbridge as the company continues to grow.”
People and their individuality are at the center of Drawbridge’s refined brand. The new visual language uses arc-shaped lines that live amongst photos of people. Drawbridge calls these lines “threads,” and they are the visual representation of an individual’s digital behavior. The threads have durations, milestones, actions, and more to help build the fabric that makes up consumers’ cross-device lives. This is a representation of what Drawbridge weaves together to build its Connected Consumer Graph™.
Drawbridge is the leading cross-device identity company building technology that fundamentally changes the way brands connect with people. By leveraging its Connected Consumer Graph™, which includes more than one billion consumers across more than three billion devices to date, Drawbridge enables brands to have seamless conversations with consumers across their computers, smartphones, tablets, and connected TVs. Drawbridge provides visibility into how consumers interact with brands across devices along the path to purchase with a true, unified, cross-device consumer view. The company gives marketers unparalleled insight to consumer behavior both online and offline to drive better results – from creating brand awareness to driving incremental sales. The company is headquartered in Silicon Valley and is backed by Sequoia Capital, Kleiner Perkins Caufield and Byers, and Northgate Capital. For more information visit www.drawbrid.ge.
About Emotive Brand
Emotive Brand is a San Francisco based brand strategy firm. We transform businesses by uncovering why brands matter to people. Our work bridges the gap between the rational needs of business and the emotional desires of people. Beyond brand strategy, we create, write, and design ideas to activate your brand, both inside and out. For more information visit www.emotivebrand.com.
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