Brand Refresh
A brand refresh is the process of updating a company’s visual identity, messaging, or positioning to stay relevant and aligned with evolving business goals or market trends.
Multilocal Media
Founded in 2019, Multilocal Media is a curation specialist that partners with agencies and advertisers to build custom audiences for specific ad campaigns across the open web. As the ad tech landscape rapidly evolved, so too did the company’s offering - expanding far beyond its original scope. This evolution highlighted the need for a refreshed brand and positioning.
What needed to change, and why:
Brand Identity
The existing visual identity felt outdated and lacked the impact needed to stand out. With a limited colour palette and minimal differentiation in the market, it no longer aligned with the founder’s bold vision or reflected the company’s increasingly sophisticated role in programmatic advertising.
Clear Value Proposition & Messaging
As the company evolved, it lacked a clearly defined narrative—there was no consistent articulation of what the company does, why it matters, how it delivers value, who it serves, or a deep understanding of customer pain points and gains. This made it difficult to communicate value effectively.
Establishing a Unique Tone of Voice
In the highly competitive Ad Tech industry, it is essential for companies to clearly differentiate themselves from the multitude of competitors offering similar services. Through comprehensive research and analysis, I identified an opportunity for Multilocal to adopt the Sage archetype, positioning the company as an industry educator. This strategic direction responds directly to a widespread lack of clarity around the concept of curation—a challenge many professionals in the field continue to face.
Audience Definition
As the company expanded, it lacked a clearly defined audience targeting strategy. Over the course of several weeks, I conducted an in-depth analysis of the business, its products, revenue streams, and the broader market landscape. From this, I developed Ideal Customer Profiles (ICPs) and tiered customer personas. These profiles now serve as a strategic foundation, enabling marketing, sales, and product teams to align their efforts and tailor their messaging, development, and outreach to resonate effectively with each distinct customer segment.
Sales Enablement & Training
It was essential to build compelling stories and tailored narratives that resonate with different buyer personas throughout the customer journey. We also needed to equip the sales team with a deeper understanding of customer needs and challenges - and the tools to position the company effectively to each audience segment.
Before Refresh
New Brand
