Sharethrough is a native advertising technology company aimed at preserving meaningful content on the internet, but they had a difficult time adopting an image of a technology company. Our team was able to create an identity that encompassed precision, professionalism, a premium feel, all while retaining personality.
As they made technological advancements with their products, Sharethrough was still being perceived as a creative agency because of a hand-drawn aesthetic it couldn’t shake. After recognizing this, I initiated a redesign and our small team was able to create an identity that matched Sharethrough’s abilities and endeavors. Within its space, Sharethrough went on to own its image for years after the redesign.
As Paula Scher says, the logo is the easy part; it’s persuading people to use it is what’s hard. Our roll-out started with this presentation, highlighting the redesign’s purpose and specifications. Hopefully you’re as fond of Keanu Reeves and Wes Anderson as I am.
As the industry leader in native ad technology, Sharethrough needed to demonstrate that it possessed product market fit. Its marketing team decided to buy outdoor media all around the San Francisco Bay Area without a clear vision for the campaign. I came up with the slogan, “Ads Can Fit in,” which simultaneously explained what native ads are, conveyed what both publishers and consumers desire, and represented what advertisers should aspire for. The ads fit in with their respective environments and counter-intuitively stood out because of their novelty. The billboards were written about in blogs and referenced on publications and social media.
Inc Magazine announced that our CEO made it on their “30 under 30” list and asked for a video asset we did not have. Within the span of a few days, I scheduled shoots, shot them with equipment on hand, edited the video, and graded it. This is Sharethrough’s company story.