Seedtag is a Madrid-based company which offers contextual advertising and communication experiences for a privacy-first world, employing AI to identify the best moment to communicate with users. They work with both brands and publishers, with clients including Microsoft, Unilever, Forbes, and Vanity Fair, among others. After years of growth, they contacted Erretres to help them express their new positioning as a communication partner for the biggest brands and publishers, with a new brand and digital experience.
Born as a startup, Seedtag has since grown exponentially, and so we worked with them to rework their brand platform in order to launch them into a new era of growth. To effectively communicate their new positioning, we developed their new vision, mission, descriptor, and tagline: “Powering the world’s most relevantly engaging communication experiences”.
With growth also came the challenge of nailing down the company’s internal culture and values, and so we also worked alongside the Seedtag team to define and express their shared personality and team values. These, alongside other key messages, were all expressed in a new, bold tone of voice which we developed for the brand.
The visual identity is based on the movement and interaction of a circle, representing the simplest expression of a data point. This point moves on both bidimensional and tridimensional planes, representing the energy created when the three dimensions of users, publishers, and brands intersect. This movement carries throughout the brand to represent both data and concepts, and always comes from and returns to the updated Seedtag symbol.
Alongside the symbol, the wordmark was also updated, signalling the company’s place as a leader in their field. A new, geometric typeface was chosen to harmonise with the round forms of the graphic system, and a new colour system was developed. This is based on a premium base palette of dark blue, which is accompanied by a series of warm secondary colours derived from the heat maps generated by the AI system.
The graphic system had to be versatile enough to represent a range of complex concepts and data, but without losing a unique personality that the brand needed. To achieve this, a wide range of expressions of the circle were developed, with varying compositions and curated animations giving life to the brand and acting to explain the three fundamental pillars of the Seedtag service.
We then adapted this system of circles into a series of custom infographic types, an important application for the data-driven company. We also included a custom photo filter and intervention, allowing Seedtag to include all different kinds of images from their varied clientele without straying from the new visual style.
To launch the new brand and showcase the versatility of the expansive selection of elements that make up the brand, we developed a series of touchpoints, from internal communications to the company’s brand new website.
With the company’s digital offering, their website was the natural hub for communications and to showcase their product. Creating the website was an ambitious task due to the complexity of the contextual AI used and the need to simplify the benefits in such a way that they could be understood by any stakeholder.
We’ll soon be publishing the full process of creating the new Seedtag website. Stay tuned.