Multilocal just unlocked the human side of programmatic. With an identity that puts audiences, not algorithms, at the heart of advertising.

The Brief

Programmatic advertising is plagued by complexity, jargon, and distrust. Yet at its core, programmatic is about audiences: real people on the other side of the screen.

Multilocal needed an identity that cut through the category noise and made their human-first approach to curation impossible to miss.

The Unlock

We uncovered the truth the category ignores: the value of programmatic isn't in the tech itself. It's in the audiences it connects.

Multilocal's expertise lies in curating those audiences for advertisers and media owners. The brand needed to tell that story with clarity.

The idea: curation with people at the centre.

While the rest of the programmatic world drowns in dashboards and data points, Multilocal carved out different territory entirely. The human side. This is what we call Blue Ocean Branding: our approach to finding positions competitors aren't occupying and building brands that own them.

That positioning gave us the foundation for everything else.

The Identity

We created a bold new identity that positioned Multilocal as the curation experts.

A confident typographic system built for a jargon-heavy category. The logo refined the old mark, stripping back clutter to deliver the clarity the new positioning demanded.

A bold, distinctive colour palette designed to stand apart from category norms while balancing authority with approachability.

Structured graphic layouts that simplify complexity and showcase curated clarity.

And authentic human photography across every touchpoint, reminding the industry that behind every impression, click, and conversion is a real person.

The Result

The refreshed identity rolled out across Multilocal's digital presence, sales materials, and client communications. A clear, distinctive voice in a crowded market.

The rebrand reframed Multilocal as the curation experts with a human-first approach. By putting audiences at the centre of the story, Multilocal now stands apart in a category still fighting over tech specs and algorithms.

Big thanks to the team at Multilocal for the trust and collaboration.

See the full project: Multilocal Case Study