Challenge
Surge.ai offers a real-time marketing intelligence platform that uncovers trends across the entire internet search, shopping, and social media. However, pioneer technology had an outdated branding. Fortunately, we took it into our hands. Our team goal was to create a brand that matches the revolutionary technology Surge provides - modern, trendy, and conceptual.
Solution
We began with crafting creative communication to map out the future branding and a website. After conducting the competitor and target audience analysis, we found Surge’s perfect positioning - building a brand that never stands still but can change along with the trends. Visually, we used ‘(x)’ as the main concept - x is a variable that portrays the internet and fast-changing trends. X became our logo that captures Surge’s product nature. The website incorporates the created branding assets, such as futuristic graphics based on the logo shapes and gradients with brand colors. As cream on top, we transformed Surge’s dashboards design into a functional product.
Results
Surge.ai got new branding that resembles AI technology and attracts Gen X & Gen Y.
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