Challenge
Itellio was going through a growth stage, and decided to add a new product to capture a new market: local businesses to advertise like large brands in the out-of-home space. The challenge was to build a platform that was affordable and accessible, while providing something that is often reserved for large companies with large marketing budgets. To support this goal and appeal to the new market, Itellio needed a top-down brand redesign.
Brand Design
Rebranding can be an exciting process, but it's no brainless work. During the process, a lot of questions emerged. How do we express our values to the world? How do we compete with legacy companies? And most importantly, how do we cater to our two distinct clienteles, both nationwide and local businesses?
We wanted to create an identity that resonated with our core beliefs: reliability, friendliness and innovation. We went for more curved edges and circles; less rigid boxes and barriers. The logo was designed with the depiction of an eye, inspired by the company’s technology for capturing engagement metrics and effective ad targeting, which is reflected in Itellio's slogan: “The Right Eyes, Every Time”.
Development
From the ground up, we built a self-service web app for clients to create and manage their own ads and campaigns. With an emphasis on a simple UI and checkout process, anyone—even without knowledge in advertising—could feel comfortable in the process of creating an ad campaign.
User research was a big part of the project's success. Throughout the cycle of research, design, and development, I experimented with different layouts and features, using real user feedback to learn what was most effective and impactful. In the end, we had a polished experience that just made sense. I find this approach to always be better than just going in blind.
